The Possibilities of Tomorrow — by Dan Lynn
By Dan Lynn
Remember, people don’t buy from you just because of what you can do for them today. They also buy from you because of the possibilities of what you will be able to do for them tomorrow. So, make sure you communicate a powerful vision of where you are headed and how you are going to create even greater value in the future.
Questions this Key Learning answers
How do I sell customers on where our product is headed?
Dan Lynn’s lesson is to communicate both present value and a powerful vision for tomorrow. Customers are not buying only what a supplier can do today; they are also considering the greater value it may create in the future. Our analysis suggests connecting that direction to the customer’s next stage of growth.
Why do customers care about a supplier’s product roadmap?
Our analysis explains that buyers in long-term relationships are choosing a direction as well as a current capability. Implementation, training, integration, and switching costs make the supplier’s future fit important today. Customers examine roadmaps, investment priorities, and leadership commitment because they want to know whether the supplier can continue supporting their growth.
How can I make a future product vision feel credible?
The author emphasizes clearly communicating where the company is headed and how it will create greater future value. Our analysis adds that this vision becomes credible when it is tied to specific benefits, such as capacity, compatibility, automation, or lower operating costs, and supported by shipped milestones, committed investment, and a clear delivery sequence.