Unique?

Every person believes that they are unique and, of course, they are. Similarly, prospect organizations also see themselves as unique. This offers a key opportunity when doing discovery!

 

Gaining an understanding of your prospects’ perceived uniqueness provides tremendous insights into your prospects’ culture: How do they see themselves?

 

Cultural attributes can range from vigorous to conformist, questioning to dronelike acceptance, inventive to stuck-in-the-mud. A few examples I’ve heard include:

 

“We’re a start-up…”

“We’re a 9-year-old start-up…”

“We’re a small, but agile division in a large, otherwise stodgy company…!”

“We are slow and conservative…”

“We have a culture of being challenging and questioning, but in a good way…”

 

Hearing how your prospects see themselves and their perceived uniqueness can tell you a lot about their likelihood of purchasing right away vs next quarter, next year, or never!

 

Here’s more on learning about organizational uniqueness and how to uncover it! (See page 104 in the “Culture” section of Doing Discovery).