How to Match the Pitch to the Deliverable.. At Scale
You know the game. You hire an “expert” external resource to fill a gap, help you accomplish something important by way of their expertise, only to find out that the pitch doesn’t match the deliverable. So where is the disconnect? I believe it comes down to one thing: Solid Process. Lack of process is chaos. Lack of process holds us back from differentiating ourselves and most importantly, it keeps us from becoming a scalable company.
Process is crucial for both front-stage and back-stage. Clients need to be able to visualize HOW you are going to get them from here to there. And the team needs to understand how to uniquely deliver on that promise.
Picture this on the Front-Stage: you are meeting with two financial planners. One says, “Yes, I can help you! I’d love to work with you.” She’s very clear that she can help you, but lays out no clear roadmap (her process) as to how. The other one says, “Yes, I can help you! I think you’re a great fit for our “Money Maker” program. In this program, we follow a very specific process where we create custom a budget, analyze which retirement funds make the most sense for you and develop a savings strategy. Our clients have found that following this formula allows them to save 10% as much as they did without a plan, and gain increasingly more peace of mind with money than when they first met us.”
Provider one, likely performs the same type of work, but she doesn’t articulate that or frame it as a thoughtful, unique process that helps you visualize HOW you will get there, and how others have gotten there before you. Some of this is optics marketing. But what turns that initial sale into a lifelong client, is that our process of delivery is the differentiator between us and the other options. If it’s strong enough and direct enough it will attract the right client as much as it will repel the wrong one, which also is critical to scalability.
Let’s look at the Back-Stage: You’ve won the business! The thrill of the kill is intoxicating; you’ve got that part nailed down tight! Now, to deliver it? But, you’re slammed with new sales calls and are busy spending your free time working on the grand vision for each project you’ve sold. What is the method to easily deliver this new unique thing that you’ve sold? Where’s the 80% of the project that you’re going to hand off to your rockstar team so that you can deliver what you sold on time? You hesitate.
If this scenario sounds all-too-familiar to you, fear not! You simply need to adjust your back-stage to match your front-stage. To start, think about the most consistent thing that you’ve sold. Let’s stick with our financial planner example: “The Money Maker Program.” Try using a Strategic Coach “Unique Method® ” tool to capture the exact process you follow to deliver on what you promised: creating custom a budget, analyzing which retirement funds make the most sense for you and developing a savings strategy. Look at each step and think about what you can do to delegate or automate any of it. Who else can do steps 1-5 besides you? Use a Coach Impact Filter® to outline success criteria for each of those steps. Lastly, write the process into a template that you can copy and delegate each time you sell a Money Maker Program.
By following this simple approach, you’re creating alignment around how to deliver on your process in a unique way, no matter who is deploying it. Thus giving you leverage, scalability and differentiation. What makes us win the hearts of the people we’ve sold to is our process, our perspective and our proven way of delivering the service, time and time again.