Why do people choose you over your competitor? Usually it’s going to be because of one of three things:
- They already know and trust you.
- You can do a better job than the other guy for the same or better cost.
- You can bring more value than the competitor.
Get one (or more) of those and you’re going to be in a good position. #3 there is why silos are bad. Let’s say that you are part of a company that does 5 things really, really well. Better than your competitors in every area. But every time you pitch a client you only pitch 1 area at a time. You are now basically 5 independent businesses. That’s not what added value is about.
Breakdown the wall and allow yourself to bring any of the 5 to the table anytime you need with no hassles around contracts, transfer costs and who’s in charge – now that’s a value-added winner!
Silos are shorthand for “we don’t know how to make people play nicely together.” That’s a message to clients that you don’t ever want to send. It’s a quick and easy way for an integrated competitor to step in and take charge of the market.