“The major reason for setting a goal is for what it makes of you to accomplish it. What it makes of you will always be the far greater value than what you get.” Jim Rohn

The concept of purpose which was discussed in my prior post deals with the ability to create a compelling business case surrounding the objectives of the client. In most cases the client has reached a situation where they require some assistance to take them from their current position to where they want to be eventually. To get to that final destination several deliverables will need to be met and, as a result of them the client will enjoy certain benefits.

The tricky bit here is to firstly understand the clients current position and then, where they eventually want to be. Lets take Innovo as an example , I deal with the psychometrics division of the company. A lot of the time I get calls from prospects who may have heard of us and want to integrate psychometrics into their company. There are times when the client is clear as to how they want psychometric evaluation to help them decrease the time of the recruitment cycle by eliminating 2 interview rounds, other times the clients want psychometrics to help their recruitment cycle but are not sure how and some times the client just wants to integrate psychometrics without any end goal.

From a business point of view you could sell to all 3 potential clients and make money. However it is client #1, who is aware of the limitation of his current scenario and wants to achieve a certain result using our tool, that we take on. It all comes back to the concept of value creation and delivering tangible results to the client. You need to help identify the potential clients position clearly and decide precisely what the final outcome will be.

Steps to develop a business case :

1. Identify your client’s current situation (any problem or opportunity)

2. Clearly define clear results which will be required at the end of the process

3. Outline the deliverables at each stage

4. State all the benefits which will accrue along the way.