Are You Fighting The Wrong Battle?

Have you ever watched the war movie Hamburger Hill?

It’s about an army unit’s fierce battle to take a particular hill occupied by the enemy.  The commanders want the hill taken, and have made numerous attempts before.  Each time they have been turned back.

Finally the unit in the movie successfully takes the hill.  But only after taking brutal casualties.

The movie ends with a scroll of text that says that after the battle, the hill was abandoned by the army a very short period of time afterwards.

The army commanders realized,  after the fact, that they were fighting the wrong battle.  Although that hill was an obvious landmark, it simply wasn’t something that added any strategic strength to their plans.

Is your business like that?

Is it possible that you and your team are “fighting the wrong battle”?

You see, there are two types of “battles” when it comes to working with your prospects and clients.  The two battles are the “battle of technology” and the “battle of motivation”.

The battle of technology is the battle where you and your team try to impress customers and prospects by telling or showing them all the “technical” stuff that makes up your product or service.

The motivation behind fighting this battle is that, as someone familiar with your products and services, you and your team are impressed by those technical things.  By all the great features your products and services have.  By all the great things that “go into” it behind the scenes to make it so great.

But your customer isn’t really interested in that battle at all.

They just want a certain outcome.

And you show them how your business can help them get that outcome by fighting the second battle.  The battle of motivation.

It is this battle that will actually make your customer aware of the ways your products and services can help them get the outcome they want (assuming your products and services really can, of course).

So don’t get caught up in the bells and whistles of your business.  Motivate your customers by fighting the battle of motivation.

Show them how your products and services can help them get the outcome they want.

Pure and simple

Don’t just show them “what’s inside” your products and services.

That’s the wrong battle.