I was chatting with another industry consultant this morning and the conversation revolved around the level of management you should start wooing or selling to in order to win their DS business.
We concluded that we could both build scenarios that supported either model. The “Working Top Down” model supported the theory that new and emergent technologies requires the support and sponsorship of the senior most executive, as DS deployment would most likely require a CapEx investment and a shift in strategy at one level or another. On the other hand, what we are calling “Working Up” acceptance is built upon a collaborative internal foundation / infrastructure, germinating at the functional level(s), supporting new innovative technology initiatives that would drive business, build brand, differentiate the company and its products, and hopefully create sales lift, but can quickly die on the vine or stall when nearing the top.
What do you think? In scenario planning, would the complexity of a digital signage initiative, expense, level of customization and scope determine which strategy to employ, Working Down or Working Up, to gain acceptance and hopefully drive a purchase order? I suggest the answer is Yes, although most would say it requires a hybrid approach, which gets us back to an earlier blog post I made concerning the importance of revising your sales process to meet the needs of your clients and prospects.
