Friday, December 31, 2010

Your next client: Diagnosis

Diagnosis (from ancient Greek διάγνωσις = discernment) is the identification of the nature and cause of anything. Diagnosis is used in many different disciplines with variations in the use of logicsanalytics, and experience to determine the cause and effect relationships. In systems engineering and computer science, diagnosis is typically used to determine the causes of symptoms, mitigations for problems, and solutions to issues.

Some thoughts about engaging your next client. Entering into a client relationship presents opportunity, new understanding and often prestige as your organization attracts profile business that reflects on who you are and your company's reputation and leadership in the market. 

Navigating through the sales cycle and winning new business is a rewarding process.
Here's three areas that have an impact on how you bring onboard new clients and build successful relationships: diagnosis, voice and pain relief. Starting this week with...

    The diagnosis begins when we're asked to evaluate our client’s unique requirement, define the mandate and eventually present. Depending on how this unique dynamic is cast, the effort sets important ground rules for secure relations and proper engagement or unfortunately, unfolds with a pass. What is evident along the way and from years past, another "ship" will sail to port. 

    The movement online has shifted the playing field. The web universe, which has been disruptive in many business segments extends opportunities to leverage client brand. Online offers new distribution channels, expansion of market presence and global awareness. The transition for many organizations requires a renewed emphasis on leadership. The online universe is a crowded space with lots of noise and mixed signals. Careful review of the client's service line will validate how to proceed online and what social utilities should be adopted.

    Empathy and Authenticity
    Diagnosis includes review of emotional factors and how these elements are integral to the user experience combined with functional engineering of online technology. What level of focus has been placed on the organizations language and choice of words? What is the nature of personality conveyed within the existing messaging? Has the choice of words written aligned with market demographics, stakeholders and audiences? Aligning properly with the client organization requires an understanding of their unique attributes and the emotional drivers regarding their identity in the market. Qualifying this, is a crucial step for effective strategic counsel and brand building.

    Functional Performance
    A diagnostic of the client organization may result in questions about search engine optimization, conversion versus bounce rates, multi variate testing, the lowering of "cost of acquisition". The intent here is to validate where opportunities reside that will ensure greater value to your client. The function of any online solution relies on stable engineering, analytics and performance measurement. 

    The path forward requires a map or framework that outlines a reliable program around guidelines of cost, delegated authority, level of expertise from within and amount of time required taking the product to market. 

    Empathy and authenticity goes to the core of successful introductions and long term relations. Understanding the organization's voice as a construct of brand, combined with diagnosis of existing technology and related platforms, finally, bringing leadership through effective management will support long term client relations. 

    Next in the series... Voice

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