There is a big difference between being a smart person and having a great plan.
Filling your company with smart people is obviously a great way to create a healthy environment of growth and competition. But being smart doesn’t always translate into revenue growth or market dominance.
The reason is actually quite simple. While buyers with problems need smart people to come up with solutions to help them, they need a plan more.
People are risky. Plans seem safe.
This fundamental concepts rings true when you choose which politician to vote for, when to ask for help in fixing business problems, or when you need to fix a problem in your personal life.
You need a plan.
Don’t forget that when creating marketing and sales language to describe what you do. If the best that you can deliver is success stories from the past (a.k.a. “case studies” on your website), you are missing out on significant opportunities to connect with likely buyers.
Take the time to create a story that includes problems, possible solutions, and the plan to move from problem to success. Make the price simple. You can charge more if they need more.
Problems are hard to solve.
Even the simplest of problems can present a difficult challenge to a smart person. But it is a bad business move to try to convince potential buyers to invest their money in a person rather than a plan.
They know you’re smart already. That’s why they are talking to you. Give them a plan.
That’s even smarter.