Conditioning, Positioning and Selling 5G
Selling 5G is a step-change opportunity for our Customers
and Nokia, reflecting on recent interactions with Customers we are trying to
gain favorable mindshare predominantly by discussing technology, which is important,
but this is often done without customers real context and empathy. There is an
overload of sharing capabilities, architectures and data-points and it’s easily
to forget why a CSP (Carrier Service Provider) should even consider 5G, other then of course the media and
political hype.
There are real changes going on in society and in business,
e.g. high capacity usage for end customers and automation in business. This
conditioning phase should be a starting point of the engagement. The goal is to
demonstrate the CSP about their opportunity to create a higher value approach
towards their customers, as their current offering is being commoditized. We
must prepare sharper outcome questions with thought-provoking statements e.g.
what if you can charge a premium for service X, what if consider entering a new
market, or, we have seen successful deployments that can also be applicable to
you etc. In these examples the questions must be super relevant to the people
at the Customer, thus different angles for CEO-CFO-CMO-Strategy etc.
It’s
worth spending more time on designing insightful questions vs. perfecting your
messaging.
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