No one really wants your product

Clients don't care about your your product.

Nope. Not even with all that cool AI.

They care about something else,

that they think your product might provide.

What they really care about? Not in the RFP.

They might not even be clear about it.

🟨🟨🟨 ILLUSTRATIVE 🟨🟨🟨

A client puts out an RFP for

a 'unified marketing analytics dashboard.'

They don't actually need your (or anyone's) dashboard.

What they REALLY need:

• Protection from a Board that's questioning their value

• Ammunition in the war between departments

• Job security during budget cuts

Vendors sell them dashboards.

Partners sell them career salvation.

🟥🟥🟥 4 KEY DYNAMICS 🟥🟥🟥

❌ [𝟭] 𝗢𝗕𝗦𝗘𝗥𝗩𝗘𝗗 𝗡𝗘𝗘𝗗:

→ What clients believe their problem is

→ How clients explain it to vendors

❌[𝟮] 𝗘𝗫𝗣𝗘𝗖𝗧𝗘𝗗 𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡:

→ What clients expect vendors to provide

→ What vendors fight to prove they're best at

VENDORS play here.

PARTNERS move beyond this because they address...

✅ [𝟯] 𝗨𝗡𝗢𝗕𝗦𝗘𝗥𝗩𝗘𝗗 𝗡𝗘𝗘𝗗:

→ The problem they don't realize they're trying to solve

→ The problem they're unable to put into an RFP

✅ [𝟰] 𝗨𝗡𝗘𝗫𝗣𝗘𝗖𝗧𝗘𝗗 𝗦𝗢𝗟𝗨𝗧𝗜𝗢𝗡:

→ You show them how to solve the unobserved need(s).

→ They find an insightful partner, not a product vendor.

Scroll back up.

Read the 3 bullet points

Under 'What they REALLY need'

Who is ACTUALLY going to put that into an RFP?

🟩🟩🟩 ACTION 🟩🟩🟩

If you're a #CEO or #CRO

and need your #GTM to have the edge

versus all the other players in your category

▶️ REACH OUT ◀️

We can discuss a program

with concepts, practices, and tools

to elevate your game and improve your #revenue.

Not that it's about revenue.

It's about the board.

And ammunition.

And survival.

"Career salvation."