Time to focus on your core

It seems that one positive outcome of the current economic correction (lemonade anyone?) is that organizations -- interactive service providers for the purposes of this post -- will have to be clear about what their core business is all about and execute on it. Plain and simple.

We've all gotten the pitches from well-intentioned design, hosting, and service firms that provide "best in breed" service across platforms, 24/7 support, email marketing, analytics, social networking and will walk your dog -- all for $50 per month. Problem is that they all to often don't have the staff or technology resources to do those things consistently or they can't generate enough business to sustain their model. They'd be much better off, in my opinion, doing one or two things with efficiency and consistency. That will win my support and loyalty as a client.

Don't blame them though, it's our fault. That's right. We, as potential clients, often issue RFPs that demand everything all at once and cast off companies that are too small or don't have plans to expand. We do it because the challenge of managing multiple suppliers is often a headache -- who wants to have separate companies handling email, hosting, fulfillment, design, etc.? No one wants it, but's less about what we want than what's best for the folks who should  be at the top of our list -- our end-users. The potential students, alumni, parents, legislators, friends, and others who are looking for easy, relevant communications and service.

They don't care who's providing what. They just want it to work.

So, next time you're talking with a provider, focus less on everything they propose to do and more on everything they are able to do. And make them prove that they can do it consistely and professionally.

Comments

[Denise Graveline]

I like this post, Charlie--I offer three categories of service, communications planning, training and content development--but have plenty of clients who keep pushing me to offer soup-to-nuts. I keep a long list of referral vendors handy! Unfortunately, too few folks want us to 'stick to our knitting' and embroider, so to speak, what we do best.

[Charlie]

I think that's right on and, frankly, what makes you good at what you do. A good counselor will be able to stay focused on the client's needs while offering connections to talented and trusted colleagues who can manage other elements of the work.