, which is always a fantastic venue is to interact with Citrix partners and team sales (my Citrix Lego avatar offers from Summit a striking resemblance I think). was my reason for participating in this year that I was asked by Nicole Nesrsta and Renee Flores organized a coach for the excellent workshop sessions to be. The focus was strategically sold in vertical markets, namely in the case of this workshop, sales in healthcare, education and financial services. Why is it important for someone to have a deep understanding of the vertical markets in a sales organization?
"Citrix solutions are designed to benefit customers every industry, but you will stand out from the amount of sales staff, if you understand the unique end-user challenges that our customers resolve to fight. " Nicole Nesrsta , Citrix
Not only me over with Nicole agree that it is important to really get your customers to understand business processes and problems that may be from a sales perspective unique to their industry, but I also truly believe it is important to have this understanding, if you design and build products, even if They are today in a horizontal manner.
Why do I believe this? in the last year of research Citrix team I am a part of has been in exploring the potential benefits of the Internet of Things (IoT) can bring Citrix customers commissioned.
What we found is that we deeply into problems of our customers have to approach face to this question from the perspective of trench a day, and then asks the question of how they can help IoT this Solve a problem. We also found it easier to dig deep in a particular industry first (in this case, we have a close look at education), and then use that understanding as a platform to then examine how this problem and solution in other industries can resonate.
we have this approach work? we are still moving forward with our research efforts, but our initial results are very positive.
can help address to a specific industry by focusing, we discovered an unsolved business problem, one that we believe IoT. , we now focus on how we can enhance what we. For other industries who have learned using the same method
And what was the methodology? There was quite similar really what we used in the workshops at the Citrix Summit. It's really about the right kind of questions to better understand everything and know your customers. There is a process that we recently documented in a recent article, in which we asked the question: "How is your Vertical game?" to the article here read, or I have a short synopsis given below:
is to improve your vertical game to grow their addressable market.
below is an abbreviated view of the four-part formula of understanding problems of your customers, adapting to your products in their world, imagination , where their market is, and shows them what could be the future
fit understood: , the first step is a thorough understanding of the client's business to to win. How does your business? What is the key to unlock its value to their own customers? With this knowledge, we can engage in meaningful conversations with customers to uncover their key issues and priorities
adjust .: An understanding of customer issues and priorities is no guarantee that you will successfully build a solution that to meet their needs. The key is with to renew your customers, not for your customers. The way your customers to understand problems and priorities is not necessarily a straight one. It is an ongoing, curvy road, where you invite your customers to participate in the entire innovation process. Have ongoing conversations at each step of the innovations journey, take a moment to test your current thinking and use your knowledge to quickly adapt
Envision .: A large part with your customers by engaging your understanding of trends shows and how they relate. on their business Mastermind Demonstrate allows you as a long-term partner be seen instead of an interchangeable product suppliers, and allows you to engage them to more higher levels. an integral part of your customers to be more comprehensive strategy is a hard position settle for your competitors
See .: Once you have their problems and the customers and better understand requirements spoken, what you can show them before you to share something functional? A prototype should not be based on labor code; it can be anything you want to share visual. Throughout your customer loyalty trip, you can gradually increase the fidelity to what you want, until you are ready to share, to hand over the reins to the customer to test a functional concept. This is simply another way to test new ideas, gather feedback and adapt quickly to what you learn.
This four-part formula was adapted from a longer article, which you can read here.
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