Dilemma: “As I try to connect my sales solutions to customer goals, I get confused between what’s an initiative versus what’s a goal. What’s the difference?”
Solution: Know the difference between initiatives and goals.
Initiatives are specific projects or programs undertaken to achieve specific objectives in the near-term. These objectives are important to attaining the larger organizational goals.
How to distinguish an initiative from a goal? An initiative will typically meet at least 3 of the following criteria:
- Defined project or program
- Assigned to a specific organization
- Identified project leader and project manager
- Budget allocated
- Time-frame to accomplish stated objectives
Initiatives are projects or programs that are already in execution mode. Connecting your solution with initiatives puts you in head-to-head competition. Yes, you have to participate in these selling situations but they are always a battle of feature, function, price and performance.
Goals are observable and measurable end results having one or more objectives to be achieved through multiple initiatives. Goals are typically communicated by senior managers to articulate their strategy, plans and vision for the organization. Goals are typically associated with growth, differentiation or risk mitigation.
How to distinguish a goal from an initiative? Ask these questions repeatedly and when the essence of importance has been reached the goal has been identified.
- Why?
- What is the purpose or reason?
- What is the intention or motivation?
- So what?
Goals are end results that drive business momentum before specific initiatives are identified and defined. Positioning your company capabilities and sales solutions as ways to achieve customer goals establish you as a partner in helping your customer succeed. It puts you in the enviable position of defining initiatives hand-in-hand with your customer. When applying customer centric selling techniques connecting with customers goals is critical.