To be No.1, don't be the best
Being number one in your market is rarely, if ever, about having the best product. The iPod wasn’t the world’s best portable digital music player. McDonalds is not the world’s best restaurant. The Toyota Corolla is not the world’s best car. You get the idea.
To be No.1, you don’t need the best product. You don’t need the best price. You don’t need the best team. You don’t even need to deliver the best customer experience.
What you do need is the best sales operation. Of course, all those other elements are important. And if your product and service really suck, you will get found out. But the reality is you don’t need to excel in any of them to get to No.1, you just need to be good enough.
Sales is the only area where excellence is required, all the time, to get to the top and stay there. It may be uncomfortable, but it’s the truth.
So, if you’re not No.1 in your market but want to be, it should be clear where your next big investment needs to be made.
Want to talk about the best investments to make in your sales organization? Send me an email at hm@hamishmackenzie now, or book a free 30-minute consultation.
You can also: Subscribe to Hamish’s Thursday ThoughtShake>> for a weekly hit of refreshing insight.
Copyright Hamish Mackenzie, 2020