So, you’ve done the legwork. Your market research is spot-on. Your solution? Sharply defined. You’ve polished your messaging until it shines, pinpointing exactly what your customers crave. Yet, the wins aren’t piling up as you’d hoped. Sounds familiar? Perhaps it’s time to rethink your focus. Maybe, just maybe, you’ve been dazzled by the allure of ‘deal winners’ and overlooked the critical ‘qualifiers.’
Qualifying Comes Before Winning
Imagine you’re revving up at the Formula 1 start line. But to even touch that line, your car had to pass the essential checks. These are your qualifiers—the non-negotiables. Without them, you’re not even in the race. Let’s say your SaaS product is an accounting wizard with the slickest UI. But if it fumbles on basic cost allocation? You’re out. Remember, even with SAP’s clunky interface, its reliability keeps customers loyal.
Deal Winners: Your Race to Lead
Now, imagine the F1 race begins, and amidst the roar of engines, one car surges ahead, its unique design cutting through the air with ease. That’s the power of deal winners. These are the features or services that make your offer not just noticeable but desirable. They’re what make your customers’ ears perk up, seeing in your product not just a tool, but a catalyst for transformation.
But here’s the catch: those winners only shine if they passed the initial qualification.
A Lesson from Boeing
Boeing’s tale with its Max airplanes is a stark reminder. Chasing fuel efficiency, they skimped on safety. The fallout? Devastating. It proves that qualifiers aren’t just hoops to jump through; miss them, and you’re out of the game.
Qualifiers and Winners: A Fluid Line Defined by your Customer Segment
What’s a qualifier for some might be a deal breaker for others. Consider a fan-less computer design. In a clean room where they manufacture computer chips and the tiniest mote of dust can destroy tons of chips, that’s a must-have, a clear ‘qualifier’. In a music studio, it’s a silent victory that will win you the deal, a great ‘deal winner’. Yet, for many, it’s a non-issue.
This circles back to Marketing 101: know your segment. Understanding what counts as a ‘qualifier’ or ‘deal winner’ for your audience is key to clinching deals.
Conclusion: Don’t Lose Before You Start
A savvy salesperson might land a deal without standout deal winners. But missing qualifiers? That’s a deal dead on arrival. Before diving headfirst into developing those flashy features, make sure you’re allowed participate in the race and meet all the ‘qualifiers’ of your customer segment.
