Right Growth

Is your business experiencing the right type of growth? On the surface, that may sound like a funny question – growth is growth, right? Not so. Focusing on the right type of growth impacts every part of your organization and your organization’s future.

That is why I have revised one of my favorite sayings from “Confidence is a full pipeline” to “Confidence is a full pipeline of the right opportunities.” Why? The right opportunities cause a cascade of positive events:

Right Growth Progression

A full pipeline of the right opportunities brings in the right type of customer. The right type of customer is profitable because your solution solves their problem so efficiently and effectively, they pay you well for your work (the right amount). If they are paying you well, you can afford to hire the right people and provide them the right tools to support your clients and make the right innovations to support you customers. Once you have the right people in place with the right tools, serving the right customers, you set the stage for true growth.

Every new customer is an addition to your top line revenue and bottom line profit. With the right customers getting the right service, they are “delighted.” This means your company gets a good reputation in the market, which leads to positive word of mouth, references, and case studies that help you identify more “right” potential customers. These right potential customers fill your pipeline with the right opportunities and lead to exponential growth.

Sounds pretty good, doesn’t it?

Assess Your Focus

So why don’t more companies do this? Some are so worried about revenue that they don’t focus on the right targets. Other companies don’t haven’t taken the time to define the right targets. Whatever the reason, organizations that are not focused on the right targets are not growing as quickly as they could.

Are you focused on the right targets? If you are looking for significant growth, you need to invest (not spend) the time and money to understand your right customers. When you take the time to understand for whom your company provides the greatest value, you position your organization for Right Growth.

What better source to understand who gets the most value from your product or service than the people who are using it? We all have companies that we “love” to work with as well as ones that were difficult. Unfortunately, when we are marketing and selling, we often have trouble separating the right ones from the wrong ones. Profiling your best clients is a great place to start. And the great thing is that they are more than willing to give you the information.

If you are ready for Right Growth, listen to the voice of the customer to determine your right target and build a full pipeline of the right opportunities.