February 17, 2009
Findability
It is a travel day for me – back to the cold of Minnesota – so may I suggest a thought-provoking article from the Killian BrandAid email newsletter? Finability: Catch The Fourth Wave is a must read. First a taste:
Buyers, not sellers, control all transactions.
That’s a sweeping generalization, but let’s sweep together: Your prospects feel entitled to do their own research, given that they believe they have the information resources to find you (and, of course, find your competitors). Since a brand’s first duty is visibility, it’s essential that every organization with competitors (let’s spell that out: You) must engage in findability engineering. Your future depends on it.
Provocative, don’t you think? The gist of the article involves branding as you might expect, but it is an excellent read on the fundamental change that has occurred recently in the business world. Salespeople need to have a general understanding of this sea-change.
