Range and Relativity

Although experience can fall victim to comfort and complacency, it’s hard to beat when accompanied by application and effort.  Experience affords an array of situations that can be reflected upon when faced with relational challenges or should I say business opportunities.  It allows one to see, as they say in poker, more outs; More ways to uncover needs, get to decisions, and generate revenue. 

I was speaking with a colleague (John) recently and his organization was having a challenge with a prospect.  John is a web site designer who prefers not to get involved with the search engine optimization (SEO) of web site development because of the time requirements.  For organizations interested in competitive placement on search engines, SEO and /or Pay-per-click it's imperative.  I imagine that the majority of John’s clients prefer SEO for their site which could cause a major problem for John if he doesn’t offer that service.  His intent is to partner with other service providers in order to offer all inclusive bundles for web sites.  This enables John to do what he likes most and does best while providing a full suite of services that are in demand.  Without adequate business insight, John probably would have overwhelmed himself with unwanted impeding assignments, consequently corrupting his product and service.  In the long run this would have been more detrimental than profitable.

Another instance of adept business acumen was where an event planner was consulting for a client.  He needed a facility for a dinner party, preferably a restaurant.  While researching facilities, he noticed that many of them, due to the economic climate, were implementing more divergent than convergent strategies; Instead of mass marketing to attract more dining, they targeted ‘Centers of Influence’ to promote for them.  Out of this discovery the event planner created a ‘Campaign Concierge’ service that identified these ‘Centers of Influence’ and sold the facilities to them.  As logical as this may sound, it is not necessarily common thought.  The reason it stood out to me is because other event planners had been given the same information but didn’t see opportunity in it.

Successful businesses are able to see earning opportunities and readily capitalize on them.  Not only do they have an optical advantage, they navigate from recognition to procurement with deliberate positioning.  It seems as if some people just have a knack for exposing possibility and netting revenue, when in actuality it is their business acumen that allows them to ‘close the gap’.  In order to better your business acumen increase your activity, examine unfamiliar angles, and observe from the top down.  Great Selling!

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