First of all let’s clarify the difference between Efficiency and Effectiveness
- Effectiveness is the level of results from the actions of people or systems. In other words: Doing the right things
- Efficiency in the workplace is the time it takes to do something. In other words: Doing things fast, good and with little resources.
To me, the real keyword of building any business is balance. Balance between resource usage in marketing and sales, and also balance in effectiveness and efficiency. But effectiveness comes always first. There is no point in optimizing if you are working on the wrong things.
The thing is, business tools, such as voip platforms are not about effectiveness. The tools are a way of achieving something, and therefore the choice to use a tool is about the effectiveness. Since many voip platforms are almost the same, and giving the customer some kind of ‘effect’ it’s more about how fast, good and cheap your tool (the voip platform) is going to get that ‘effect’ / result. This is what we call efficiency.
In the end people don’t buy efficient tools, but they buy better versions of themselves. And this is where the magic happens. Summarizing, the steps are as follows: 1. Explain why they should use a tool (voip platform) (effectiveness). 2. Explain why they should use your tool, why does it delivers betters, faster and cheaper results (efficiency) 3. Translate the previous two into, why it makes the buyer a better version of themselves.
Want to learn more about better versions, read the buffer blog: https://blog.bufferapp.com/people-dont-buy-products-they-buy-better-versions-of-themselves
Than the secret sauce: Most of the people don’t know or aren’t willing to accept that there is a trade off in everything. Have a look at the picture:
This means that ultimate effectiveness and efficiency doesn’t exist. Just a reminder for the next time you are blown away with marketing phrases.
At IPerity we are optimizing our product and implementation services on quality (good) and a medium speed of implementation. Resulting in being not the cheapest, but also not the most expensive.