Imagine asking the car dealer to break out the pricing on spark plugs, steering wheel, etc. And then ask them to walk through the process of assembly with you. Ridiculous? However, we do it all the time with our customers. The place were this is most concerning is on the consultancy side.
When you buy the car, you care about the car. You want a car that runs, performs, fits with your lifestyle (I drive a FWD SUV outfitted with roof bike racks and packed with mountain bike tools, parts and clothing) and doesn’t break down. The process doesn’t really matter; the overall cost must fit in the value budget you’ve set based on education.
So why are we walking through the steps and selling the method; the manufacturing process? Sometimes this matters in explaining quality, but only the differentiators matter. Focus on the result, not the process. Focus on the value, not the price. When people ask how long it will take, find out the required deadline. The amount of time you spend should not be factored into their decision. They need something, you have a solution, you can deliver…period. Now, how much is this worth to their organization?
© 2010, David Stelzl