Belief-Based Engagement Process Flashcards
Seismic shift timeframe
Seismic shifts highlight macro forces that could threaten a client’s business model in the next one to five years, not existing operational dynamics
Why is something like ‘margin pressure’ not a seismic shift
It is a universal challenge that clients face in every industry
What is a seismic shift?
Macro forces which are futuristic but not far fetched. They are large-scale shifts that will significantly affect a company’s ability to carry out the business it does today in the future.
Two questions to confirm you understand seismic shifts
- Do I understand the operating environment of each of my clients and prospects?
- Can my clients see that I understand their operating environment and the macro forces affecting them - or that could or will affect them?
Why do we start with seismic shifts?
So we can help them understand these broad trends
Develop a response or reinvention plan
Pivot their strategy more quickly than their competitors can
BBE Chapters
- Seismic shifts
- Competitive landscape
- Ideal state
- Challenges and opportunities to reach ideal state
- Actions - we are the partners you need
Role of data in BBE
Show how we are different by using activity, volume and outcome-based metrics. This moves us from telling a client how effective we are, to showing them.
Three guiding principles for simplicity in communication
Brevity (being concise)
Clarity (being direct)
Impact (communicating with emotion)
Objective of ‘competitive landscape’ conversation
Create urgency through a demonstrated understanding of the client’s competitive environment. We do this by discussing how market dynamics have disrupted competitors in the past, and how other companies are addressing their disruption.
How should the competitive landscape build on seismic shifts?
It should surface emotions to create a sense of urgency around the seismic shifts. Clients should see we understand and have empathy for their situation.
What is the key message from the competitive landscape conversation?
Market forces are in flux, and the client or prospect needs to take action.
What should examples in the competitive landscape conversation entail?
Examples of non-traditional competitors or new market entrants finding a foothold because of changing market dynamics.
Competitive landscape questions for understanding
Do I understand the competitive environment of each of my clients and prospects?
Do I understand the issues affecting their environment and their organization?
