Synergistic Programs/Products
The word synergy is derived from the Greek word synergos, which means “working together.”
Most leaders feel they ought to be creating synergy inside their company. However, the pursuit of synergy pervades most companies. Meetings and retreats are held to brainstorm about ways to work together more effectively. Teams are set up to develop key customer plans, coordinate product development and share best practices. Incentives for sharing knowledge, leads and customers are built into complex compensation schemes. Processes and procedures are standardized. What emerges from all this activity????
Many times, not much that matters and certainly not synergy. However, if we take synergy over into the product side of business, it has a better chance of making a difference. Synergy happens in product sales when the collaboration of two or more stock-keeping units (SKUs) creates an outcome that is greater than their combined separate efforts. I like to make this a bit simpler and say that synergy means selling a program not a product.
A program is a set of related activities or items, managed in a coordinated fashion that allows for the delivery of outcomes and benefits allowing one to reach his or her goal.
For the past several years, BioZyme® has worked to educate our team on programs and how they can help people obtain their goals or maximize the benefits to their animal (results). No matter the brand, there is a program that optimizes the connection of daily maintenance with the occasional challenges that pop up their ugly head, no matter how hard we try to keep them at bay. This combo truly supports care that comes full circle where people and animals win!
