I am an efficiency shellcase, as well as a cheapskate and I don’t know for sure that the two are mutually exclusive. You either care about time, or you care about money and through the transitive property, with time = money, it’s safe to say efficiency probably bothers you(and you are a cheapskate) like me. We are all forced to do more with less, so if you can harness the power of a functional disorder like cheapness you can create a more efficient operation that saves you time and money.

Put your dollars in the beginning of any process and it will yield a far greater return. You save time and money with good communication.

Start With Communication.

It’s part of our process, but the same principal can be integrated at all levels within an organization. If you want to be efficient, have your sales force speak to Power, those who have the authority to make the decisions. This is where communication is important and the decision is fast.  You have Power’s attention but can you communicate your solution to their problem? Be assertive in your value claim, and don’t assume the “expert” has interpreted you correctly. The game of telephone exists in the real world. Ask to speak with several executives who are in on the decision. Nobody knows your value better than yourself and you want to be the voice conveying that message so it is not lost. We’re turning left here right? Throughout your organization avoid relaying messages. Like a dance, everyone has their own interpretation.

Listen To Your Customers.

Communication is a two-way street. Talking too much can relegate you to the voicemail. Listen to your customers because they are the ones you should be adapting to accommodate. You also want to listen to customers because they can save you time. This is a very transparent world, with the internet, people are very smart, they like to find you and they like to solve the problems. Getting credit for finding a solution is also way more gratifying than being sold a solution. Let your customers take the credit as they help you navigate their company.  Listening will help you make the transition from an outsider to an insider. Customer feedback also confirms that the most valuable information is obtained after the sale.
               

A customer can…

                -Validate ideas for new products and features
                -Identify flaws
                -Show you how the product is being used
                -Provide a review of competitors
                -Offer insight into the industry and product’s future
               - Provide quantifiable evidence that your solution solves their problem

Customers are eager to provide feedback. Everyone appreciates a voice, so give them the opportunity and get answers to the questions you didn’t know how to ask.