I think that I’ll stick with the complex B2B service theme I started last week, primarily because there are so many layers and there is so much more to say. In my last post, I drew some parallels between social media, globalization and outsourcing, with the common thread being trust and transparency. This week, I’d like to explore the development of trust a bit more, and how to develop an understanding of when it’s time to ‘pounce,’ so to speak.
There is a significant educational component to marketing complex services, especially if outsourcing is involved. To further muddy the picture, the maturity of the both the lead and the marketplace are complicating factors. For example, in a growth market, you will need to educate the lead on the potential value of the service you provide, the process for outsourcing and transitioning the service, and arguments to counter resistance to outsourcing in addition to selling the lead on the idea that you are the most qualified, innovative and cost-effective solution. On the other hand, a more mature 2nd or 3rd generation outsourcing requires a different approach. You are no longer convincing the lead (or perhaps your client) that outsourcing is the way to go. Instead, your focus is convincing them to move along the value chain and approach the relationship from a less tactical and more strategic approach. If you’ve built trust along the way, you’re off to a great start. On the other hand, if the market is saturated, and you’re only hope is to defeat an incumbent to win new business, a completely different approach is required. Trust and transparency are critical in this effort.
The tricky part is understanding when the education is complete and it has become time to push the lead towards a decision. Push too early and you may scare them back to the comfort zone where they continue their in-house service delivery model. However, it is equally comfortable to put off the decision indefinitely if they don’t receive that firm nudge.
In the world of social media last week, there were some interesting parallels with the announcement of the Third Tribe venture by Darren Rowse of Problogger, Brian Clark of Copyblogger, social media ‘superhero’ Chris Brogan, and Sonia Simone of Remarkable Communication. The premise? That the traditional ‘two tribes’ of social media, made up on one side of those who never ask for a sale and on the other by those whose approach is likened to that of the used car salesman don’t provide enough options. The Third Tribe would be made up of those who understand that sometimes your audience requires a nudge.
Where do you draw the line? It’s a fragile, and critically important balance.
Tags: blog, complex services, marketing, outsourcing, social media
