Maybe you and your colleagues in your business are the folks who have higher intelligence, a creative flare, advanced education, certifications, licenses, and experience.  Have you noticed … that isn’t enough these days?

Example 1: Customers used to appreciate your expertise gained through education and years of experience. They paid a fee or premium pricing for products for access to your advice. Today those same customers want to make their own decisions and purchases directly on line.  And when they don’t know what to do or become flustered with technology, they still expect you to be there to provide advice and expertise.  Only today, they don’t want to pay another dime for that assistance.  They’ll complain if the assistance isn’t instantaneous, in their language, and very pleasant. Or they want to be able to return customized orders that they chose without your advice and receive a full refund…quickly.  I swear, some folks think they should be able to just go on line and order a complex strategic plan uniquely designed only for their company.

Example 2: You are part of a chain of companies that have worked together to make things happen.  Maybe you are a distributor of high end lighting fixtures, so you rely on architects and interior designers to involve you in their projects. But today, wealthy people want more control over their purchases and try to do major remodeling projects without architects or interior designers.  More and more, they are going directly to builders who then must discretely figure out how to provide architectural and interior designer services without burning all of their past working relationships.  How loyal will those same builders be to you as a lighting distributor?  You could do a great deal of work finding products, pricing the project, etc. only to have the builder think they can take your spec sheet out and give the project to the lowest bidder. They have got to be kidding!!?

It may be time to stop acting AS IF things will return to the good old days.  It may be time to stop complaining.  It may be time to really look at what the end user customers want, expect, value, and will pay for.  If you feel like your industry is under attack, you are not alone. And it just might be time for a new business model.