Because we are all eager to resolve and move past our problems, we all self-diagnose. In business, this is frequently done in pursuit of generating revenue.
A Professional Approach to Medical Issues
I injured my ankle on Thanksgiving. My shin appeared to have swallowed a grapefruit. I Facebooked a picture. The picture received several comments stating, “It’s broken,” and, “will need surgery.” I was counseled that, with this injury, a break was preferable to a sprain. These comments came from sincere, well-intended people who had the same amount of medical training I do (None.)
I’ve rolled my ankle many times but never encountered the loud, frightening pops and profanity-inducing pain associated with this injury. So I hobbled to the doctor, and stated, “I think it’s broken, and I’ll need surgery.” The doctor asked me some questions, poked and prodded, watched me move, and pronounced it a sprain. He asked me about my fitness regimen and goals and prescribed a self-treatment program to get me back on track.
By February, I was back in the gym. Yesterday, the ankle delivered a top-5 finish in my favorite annual 5K. No surgery. Goals met. Thanks, Doc.
A Professional Approach to Marketing Issues
Webolutions frequently receives this inquiry: “We need a website.” With each new opportunity, before we scope and price a website, we research the company, interview the prospective client, and ask about internal resources, capabilities and about high-level goals. We poke and prod to ascertain if, and to what degree, a new website will help the prospective client achieve goals. We may recommend a different priority for website design and development, or an entirely different remedy.
The patient’s diagnosis is frequently incorrect. This is because many of them know as much about marketing as I do about an ankle, i.e. It’s important, I depend on it, and if it isn’t supporting weight without pain, I need help.
How to Use this Information
When I injured my ankle, if the doctor had accepted my self-diagnosis in the same way some marketing firms process website inquiries, the conversation would have gone something like:
“You need surgery? Great! We do surgery! What’s your budget for surgery? How soon do you need the surgery? How many joints do you want us to operate on? We can do a 5-joint surgery within your budget and get it done within a month. Sign this long-term contract. OK, now let’s talk about extras. Do you want anesthesia?”
Instead, he took the time to ask thoughtful questions, understand my objectives, and communicate a vision for an improvement plan. I didn’t get what I asked for; I got what I needed.
Generating revenue requires a thoughtful application of professional standards. We expect this from a doctor. We should expect it from all professionals. Are you applying this in your business? Are you requiring it from your prospective partners and vendors?
Or are you just selling–or buying–ankle surgery?
The only thing Webolutions knows about injuries is that they hurt, but we are eager to listen to your business goals and recommend a vision for systematically achieving and exceeding them. It’s how we’ve kept the lights on for 23 years. To get this conversation started, call me at 303-300-2640 or email me. Want to hear more from Mike? Join Webolutions’ SMART Marketing group, and like our Facebook page.