The following is a case study derived from working with a client. To preserve confidentiality, I am only describing the problem and not the client.
PROBLEM: Recently, a client approached me with a problem. He was overbooked. He has a popular, in-demand B2B service and his phone was ringing off the hook. Outsourcing is an option but only in a limited capacity due to the demanding and legislated qualifications of the service. So my client instead wanted to be more selective in taking on customers and needed a process that would allow them to “weed out” undesirable customers.
SOLUTION: We worked on turning them from an “attracting organization” to a “qualifying organization”, two very different kinds of marketing. An attracting organization uses marketing to magnetize clients and draw them in. It’s the most common type of marketing for businesses because most companies need to attract clients. But for those companies that have plenty of prospects, a “qualifying” type of marketing needs to be used to demonstrate why not everyone can get the product or service offered.
Consider 2 restaurants in the same town: One has a lot of empty tables and offers buy-one-get-one-free coupons to attract consumers. The other has a line-up around the block each night so its marketing needs to qualify its clientele by talking about exclusivity and quality. No “BOGO” here!
RELEVANCE TO THE BUSINESS DIAMOND FRAMEWORK™: A lot of the work here is in the To-Market Diamond, since most of it is marketing related. However, there will be some Leadership Diamond changes as an organization switching to become a “qualifying organization” makes some decisions at the upper levels to change processes and vision. And, the Support Diamond is impacted because many support roles will need to change, either to assist in the qualification process or to deliver flawlessly each and every time. The Value-Add Diamond is impacted only in the sense that relationships with high quality suppliers will need to be strengthened to enable flawless delivery of the product or service.