The canvas is a framework designed to facilitate collaborative value creation between sellers and buyers. When boiled down, it requires a fundamental shift from selling existing products and services to creating new ones, together. Most sales teams miss these opportunities and stifle potential collaboration with buyers.
The effect? It leaves money on the table and puts teams at a major disadvantage when relationships slide.
I am adopting the principles of this approach with my private equity partners to see how we can improve our collaboration based on mutual interests. It leads to more constructive dialogue, rather than a customer – supplier conversation.
So, how can you use it? Winning companies can adopt the framework to gain a more profound understanding of customer needs during contract renewals and other moments of truth, to make sure you double down on what’s important for your relationships.
Focus on building sustained customer relationships and loyalty. Stop selling, start collaborating!
