“Land” and “Expand” is a great engagement model concept that the world is getting behind – for the right or wrong reasons.
One of my clients has adapted and enhanced this to Land, Execute and Expand (LEE). Their approach is get a new client, execute on the promise they made to the client, and based on that experience of delivering and receiving value, “Expand” to that next joint-value opportunity.
There is a piece this client’s culture requires just before LEE. This client only deals with customers who have a compelling business problem that my client solves in a unique way to deliver great customer value, for which they will get reasonable value in return.
It is the customer receiving great value because a compelling business problem was solved in a unique way (technology, process, engagement model, Intellectual Property, or a combination) by a partner that was allowed to “Land,” which creates the opportunity to “Expand” to areas of additional joint value.
No company who comes to a customer to sell the customer something for the seller’s reasons alone ever gets to “Land.” Even if the seller has something the customer eventually buys from the customer’s point of view, this is an arm’s length transaction with a vendor (who only gets to the pier for unloading and never “Lands”). These negotiations are recognized as win/lose. The value for the customer comes from the customer knowing what they need to solve as their problem, negotiating the best possible deal and then owning the deployment.
History is full of colonists who “Landed” and “Expanded” only to bring sickness, enslavement and poverty to those who allowed the “Landing.” Once these explorers “Landed,” they claimed everything for themselves and expanded until there was no place else worth expanding to.
Business is not too different. Customers have learned the hard way that when a vendor “is allowed to “Land” only motivated by seller interest, that the “Landing” will not have a bright future for the customer. The vendor will want to expand and consume as much wallet share as possible for the longest time possible. When a vendor “Lands” for their reasons, they won’t all of a sudden decide to become partners and work for the common good.
We all welcome family, friends, partners, and others who have our interests in mind and want to work for mutual value. Today the transparency provided by the internet makes it clear whose interests a seller cares about long before the “Landing” is imminent. The customer can and will know the seller’s history and probable intentions, and if there are questions, a due diligence process will clarify the reality before any “Landing” is allowed to occur.
This century will reward those who come in “peace” to create a better future for all parties and will punish those who want to “Land” and “Expand” for selfish reasons. Often the customer’s form of punishment is to say to the seller, “Sell it to me real cheap,” and if you are OK, I will let you sell me more real cheap.”
Decide your intentions and then live those intentions because everything you do is transparent and recorded. Customers will believe what you do when you have “Landed” and “Expanded” before and not what you say you will do with them now.
“Land” and “Expand” is a great strategy when the purpose is to add value for both the buyer and seller and fatal for those who think and act selfish.