They Ask, You Answer, 2nd Edition

34 Case Study 5 How Block Imaging Embraced a Culture of Insourcing

If you read the foreword of this book, you’re familiar with the story of Block Imaging and Krista Kotrla. Krista wanted badly to turn Block Imaging around and knew that the principles of They Ask, You Answer would be the key not only to saving the business, but to making Block Imaging the leader of the medical imaging equipment space in the process.

But when she approached the sales and leadership departments of her organization, no one seemed to share her vision. The excuse? It was twofold:

• “I don’t have the time.”
• “That’s not my job.”

Let’s look at both of these excuses for a second.

In life, when people tell you they “don’t have time,” what they’re really trying to tell you, without actually telling you is: “That thing you just explained to me is not as important to me as it is to you.”

In other words, they don’t see its value.

The funny thing is, whenever we as humans or businesses see the value of something, we quickly start to make the time. In fact, “time” becomes a nonissue when profit and worth are identified.

The excuse of “That’s not my job” is essentially the same. Today, if someone within an organization tells the marketing department, “It’s not my job,” he obviously doesn’t understand what has happened with the shifts in sales and marketing in the digital age. The person doesn’t understand the 70 percent number we discussed at the beginning of this book and just how much the buyer’s journey ...