Important when coming as a new vendor into a new account
Important when coming as a new vendor
into a new account
The Read Fiat Strategy means entering a company by first analysing where there are open gaps in their existing operations, tech stacks and service stacks. You want to position your initial solution to fill an obvious void without overlapping or conflicting with current initiatives, systems, or plans
If your solution creates overlaps, it can lead to complex discussions about the division of responsibilities among internal teams. This necessitates more personnel, meetings, and decision-making, effectively expanding the buyer group and complicating the process.
The objective should be to identify an unoccupied niche, akin to finding an available parking spot. When your offering complements rather than competes, it simplifies the customer's decision-making process. Any added complexity prolongs the sales cycle by increasing the number of decision-makers that need to be aligned.
So the red fiat represents initially entering the market with a simplified, streamlined offering that resembles a small, manoeuvrable car. Quietly claiming an open, uncontested space first fast before others do.
This establishes an initial foothold (the “land” in the “land and expand”) without disrupting other parked cars, so to speak. Once safely parked, you've established a presence and can then expand into adjacent spaces as needed. Similarly, landing the first deal quickly lets you prove value and gain the trust to sell expanded offerings.
In contrast, coming right away with the full, expansive vision is like trying to park a 20-meter-long bus in a crowded car parking lot. There is no readily available space big enough, so you end up crashing into other parked cars trying to force it to fit.
The bus is representing too much of a big vision. it's too big of a pitch covering too many areas that run the risk of conflicting with things the customers do or have or will do. This overcomplicated approach causes collisions - unwanted objections, delays and conversations better had once already working with the customer. They are not yet convinced of the value of enduring a painful parking process.
Rather than arriving as a bus and trying to commandeer space, it's better to start as a nimble fiat that slipped easily into an open spot.
This simplified entry point lands you initial deals faster, without complicating the early sales process. You get safely parked in the lot first, then can expand smoothly.
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