Face it,
Strategies can look weak sometimes.
Your expertise, reputation, resources,
May look flimsy in comparison.
Weaknesses can be real or perceived,
Skills,experiences, or new ideas your company hasn’t developed yet,
Or simply one or two topics that just don’t match the client’s request.
But what do you do about it?
Recently, I’ve seen 3 ways people deal with them:
1. Ignoring
2. Downplaying
3. Compensating
Let’s look at them in more detail.
First, ignoring weaknesses.
I call this “Mission Impossible-ing” it.
Disavowing any knowledge that it exists,
And hoping the client doesn’t notice it either.
[But note, ignoring weaknesses will not cause them to self-destruct in 5 seconds…]
Second, downplaying weakness.
I call this “This Instance-ers.”
If the weakness is obvious,
Especially compared to your competition,
You note it, then quickly downplay it.
Statements like “We haven’t found it to be as important,” or
“Sure, but it has never affected our ability to deliver,”
Or my favorite,
“We feel that everyone will have this weakness as well.”
At least in this instance.
[Guess what, most of the time they won’t]
But the best option is compensating,
Swallowing up weaknesses by detailing many strengths,
Or, as I call them, “compensatory countermeasures.”
[Listen, they aren’t great names, but they work]
Things like: “We might not have as much as experience as (so and so)
But what we will offer are these subject matter experts who will work with you,
These key partnerships and alliances we have unique relationships with,
These innovative tools and systems that no one else has,
And even a share of risk by doing the following (time or effort) at our cost…”
[… You get the idea]
Overcoming weakness takes strategic creativity
And an honest assessment of how to counteract them.
Remember, clients will view weaknesses differently*.
Some they may expect,
Others might deal-breakers,
But your strategy can depend on how you do, or don’t,
Handle them!
*Understanding your client, their expectations, and developing strong communication with them definitely helps.
