Priority – McBride Connect

Priority

When the Right Solution Became Step Two

Sometimes your strategy isn’t wrong. It’s simply out of order.

A client spent months preparing to win business from a large multi-location organization. Along the way, we built reusable sales tools and developed a strategy around what we understood to be the customer’s highest priority.

At the executive meeting, I realized that priority had changed. Instead of forcing the presentation we’d prepared, I stopped, listened to the room, and shifted the conversation to the problem leadership needed solved first.

That pivot opened an entirely new opportunity: helping the organization develop a retail sales program across its locations. By addressing the immediate need rather than pushing our original agenda, the relationship continued to grow.

Ultimately, my client secured both the new retail business and the original supply business we’d initially pursued.

Preparation Period: Six Months

Outcome: Secured both opportunities

Business founder thoughtfully reviewing strategic audit priorities at a quiet desk workspace

Advisory Insight

“Sometimes your strategy isn’t wrong. It’s simply out of order. You can’t move someone toward your priority while they’re focused on one that comes before it.”

How the Priority Shifted

The prepared strategy was still valuable—but listening revealed which opportunity needed to come first.

Before the MeetingPrepared Strategy

Months of preparation focused on the original opportunity

•Built reusable sales proposals and presentation materials the client had not previously had.

•Analyzed the opportunity and developed a strategy around the customer’s understood needs.

•Entered the executive meeting prepared to pursue the original supply business.

After LISTENINGReordered Priority

The customer’s immediate need changed what came first

•Stopped the prepared presentation and addressed the leadership team’s highest priority.

•Opened a new opportunity to develop a retail sales program across multiple locations.

•Ultimately secured both the new retail business and the original supply business.

Are you certain your business is solving the right problem first?

A Business Audit can help identify what deserves your attention now—and what may need to become step two.

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