Clarity is the first step of powerful collaboration. Here is a five-step process I came across earlier this week that makes a lot of sense (By Rachel Kellogg):

1. Get your team on the same page.Everyone in your department needs to be able to agree on at least one competitive advantage. Ask the group to tell you what they think the competitive advantage of the company is to find out how many different perspectives you have to work with. Then you can narrow it down and communicate the best ones to the group.

2. Examine all of your deliverables.You can start by thinking about every process that happens in each department of the company. What are your company’s deliverables besides the product? How you deliver the product is often more important than the product itself. What does the company do to get results? How outstanding is your response time – or anything else that you don’t charge for?

3. Make competitive advantage positioning statements.These statements are measurable, objective, not stated by the competition and not clichéd. It’s best when you can be specific with statements like, “Ninety-five percent of our calls are answered in less than a minute.” Saying you offer great customer service or have a great reputation is expected – and are things your competitors would also claim.

4. Conduct market research.Ask existing customers what is most important in their buying decisions. Why did they pick you? Would they recommend you to their friends, and why? Fewer than 10 percent of middle-market companies conduct research, so 90 percent are just guessing what their customers want.

5. Integrate and communicate your competitive advantage. Consider putting policies and procedures in place to make sure what you’ve determined to be important continues to be a priority. If you’re going to say your advantage is that your response time is better than the rest, you’ll want to make sure it really is. And don’t forget to spread the news to everyone, not just your managers. Your sales team and customer service reps need to be able to tell clients why they should do business with you and not the other guy – or gal.

Best,

C/

www.ghostceo.com

Tags: 1+1=3, Business Development, clarity, collaborating in business, collaboration, Ghost CEO, team work

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