It's summer and you're cycling along an extensive meadow full of grazing cows. When a cow walks into the meadow, it's tempting to stand with other cows. Cow:
Bring focus
The 'spot in the meadow' is all about focus. You can't be everywhere at once, and you shouldn't want to be. If, as a software company, you try to appeal to everyone, you end up not really reaching anyone with your message. You are not unique. Burgers argues that success is not about more customers, but about the right customers. Focus and therefore daring to choose is extremely important!
Make choices
How do you know what your spot is? By making choices. It sounds simple, but we all know how difficult it can be. Do you go for that big corporate client with endless contracts? Or do you focus on smaller companies that move faster? Both options have advantages, but they require a different approach, different software solutions, and - not unimportant - a different sales strategy. So, you want to make clear choices.
Be unique
Jos Burgers argues that as a company you should ask yourself: what makes us unique? Where can we excel? And who really needs that? This is not a superficial question, but a quest for your right to exist in the market. Not having random sales conversations, but positioning yourself with a clear story.
Find your spot in the meadow
Customers don't want a jack-of-all-trades; they are looking for a specialist who understands their challenges and offers solutions that really work. Are you standing too close to other 'cows' in the meadow? Then you won't stand out. Are you standing too far away? Then you risk becoming isolated. Finding the right spot is what it's all about.
No idea where you stand in the meadow? Call Barry! Together we will discover your unique position and ensure that your software company not only becomes visible, but also irresistibly attractive to the customers who truly fit you.
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