Be A Solutionist
(Business Leader Magazine July 2002)

For some strange reason, Webster’s Dictionary doesn’t contain, nor define, the term Solutionist. However, in Coach Bud’s MarketingU glossary of terms it is at the top of the list. In basic terms a Solutionist is one who provides solutions. Like a lot of concepts it’s a simple one to understand but often tough to implement. It often requires a complete change of mindset by everyone in the company…beginning at the top.

With a negative economic impact of the past year’s events, we all have to re-think ways to fulfill our purpose and keep our “entrepreneurial spirit” alive and well. Because of the slowed economy and the “filter down” effect on small and medium sized businesses, we have to closely examine the strategy we implement. A strategy that worked six months ago may be obsolete today. Here is a strategy that, if you truly embrace it, will better prepare you for the “bad” and “good times”.

When you become a Solutionist you add tremendous value to the relationship you have with your client. Buyers of products and services are looking for a solution for a need, want or desire. They want someone to understand their situation and bring them a solution. Another characteristic of these “purchasers” is, particularly business-to- business, they are extremely busy people (aren’t we all). Typically, they don’t have a lot of time to “shop around” for solutions. This can be in your favor if you are a Solutionist.

The crowded, competitive marketplace requires that we discover a way to differentiate our company; our products/services and ourselves. Otherwise, we find ourselves in a “commodity” market where the lowest price becomes the client’s highest priority.  Being the “low-priced leader” is not the reputation most of are looking to create. Let’s leave that to the Wal-Mart’s of the world. Becoming a Solutionist takes you out of the “commodities” market.

To further convince you to consider becoming a Solutionist (are we there yet?), maybe the results of research conducted a few years ago will help. A survey of 10,000 buyers across the country (ours) gave a clear picture of what people want when they do business with you. In a nutshell, the results indicated buyers expect five things from you: reliability (they can depend on you), assurance (you demonstrate trust and confidence), tangibles (neatness counts), empathy (understanding) and responsiveness (be quick about it). Notice something missing? You’re right…price. Now, let’s put price in perspective. Just because you meet the five expectations, doesn’t mean you can charge a lot more than your competitors. However, it does mean that price is far less important…when you meet or exceed their expectations. Interestingly, when you put the first letter of each expectation together it spells rater.  

Take a moment to rate your company in these five areas. How well do you meet your client’s expectations?

Okay, okay, enough you say, “I am convinced that being a Solutionist (24/7/365) will greatly enhance my success and position my company to ride out the tough times as well as the good times”. Great. You are now ready to adopt the “Pledge of the Solutionists”.

Pledge of the Solutionists 

I am 110% focused on the needs of my customers/prospects.

I will demonstrate by my actions that my customer is my top priority

I realize that when I help others succeed, I succeed

I will ask my customer, “How are we doing for you?”

I will ask my customer, “What can we do to better serve your needs?”

Congratulations, now that you have adopted the “pledge” it’s time to establish it as the fundamental foundation of your company’s culture. For this to work, every person in your company must embrace the “pledge”. More importantly, every person must demonstrate they can live by the “pledge”. 

Master Solutionist

Are you ready for this? If you want to be a Master Solutionist  you build a vast network of qualified resources and become a resource center for your clients. For example, if your expertise is in software development and your client expresses the need for additional hardware you can recommend a resource to fulfill that need. Remember, when you recommend a resource, your relationship with your client is on the line. Your recommendation better be someone you have complete trust and confidence in to fulfill the client’s needs. When you earn the trust of your client enough to ask you for resources outside your immediate expertise…it doesn’t get much better than that. 

In the example cited above, you may want to extend that resource into an alliance. An alliance in this context means formalizing an agreement with a preferred hardware provider. The written agreement can simply be an agreement to “open the door” to each other’s clients who have a need for the other’s expertise. This arrangement should not be simply, “You give me some leads and I’ll give you some”. This doesn’t work. Very quickly who gives and who gets is out of balance. Relationships are strained. When you have a financial arrangement with a specified percentage (typically 10-20%) of billing going to the person who opens the door to the client, the issue of who gives the most leads is not a factor.

When you become a Solutionist you differentiate from the seemingly infinite number of competitors. You build a strong, lasting relationship with your clients. And…you have fun doing it.

May you achieve the success you EARN.

If you have ideas, tips, concepts or thoughts you would like to share with other entrepreneurs, please email them to me at headeagle@whereeaglesflock.com and I will post them on www.whereeaglesflock.com.  

"Coach Bud" Coggins provides 40 years experience to help his clients attain the two goals of marketing…to retain and obtain customers. He is Head Eagle of "Where Eagles Flock", an organization for entrepreneurs only. He can be reached at headeagle@whereeaglesflock.com or
(919) 848-9299.

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