I was finishing up a purchase at a local supermarket the other day when the cashier told me not only the amount I owed, but told me how much I saved.
Needless to say, I left there feeling like I received great value.
It also served as an important reminder of how we might want to remind our clients of the value they receive.
For example, when we’re able to help a client with an 11th hour miracle do we document that in a friendly email to the client?
And when I say “document” that, I simply mean shooting them an email telling them that you were able to make some special exceptions for them to honor their tight deadline. Something like . . .
Rick,
Wanted to get back to you with an answer regarding your deadline.
As you know, we usually require a 7 day turnaround on our Widget 5000 product.
I’m happy to report that after meeting with our production team, we can have them to you within your 48 hour deadline.
Also, since we value your business, we will be doing this without a rush charge.
Thanks again for your business!
When you are able to do something no charge, do you just do it or do you put it on both the quote and the invoice as no charge?
How about when you meet with your clients to review progress? Do you pull out your notes and remind them how you’ve been able to continually address the areas you both highlighted during your initial meeting?
Bonus points if you ask them how they feel you’ve been addressing those areas.
Do you generate reports that help document accomplishments, savings, revenue generation, milestones etc?
These are all ways for you to reinforce the value you provide your clients.
They come with some additional benefits to you in future . . .
If you find yourself ever having to defend your pricing, you could refresh their memory when it comes to your value (hard to argue with a forwarded sent message, report etc)
What if your contact, the one who knows all the cool things you’ve been doing is suddenly out of the picture one day? This documentation might just assist people in looking at all the cool things you do.
And let’s face it . . . in the absence of people truly owning the value you provide, they will simply default to your price!
So what are your thoughts . . .
Should we just leave the perception of value exclusively to the client or . . .
Should we help them connect the dots?
I’d also like to hear how you continue to reinforce your value with your clients.
Paul Castain trains sales forces and individuals to attain higher levels of awesome. For more information on how you can be called “Jedi” behind your back . . . click here
See Zappos for a great B2C example of this. They do it right all day everyday.
Great example Chris . . . thanks!
See Zappos for a great B2C example of this. They do it right all day everyday.
Great example Chris . . . thanks!
My favorite call to our Columbus store location starts out like this: “Hi Cheri, so & so told me to call you because if anyone knew about xyz you would.” Unfortunately that’s not always true, but if I don’t, I take their name & number and try to find the answer. People tend to remember that.
What a wonderful testimonial to the value you bring to all those you come in contact with Cheri!
Well done!
My favorite call to our Columbus store location starts out like this: “Hi Cheri, so & so told me to call you because if anyone knew about xyz you would.” Unfortunately that’s not always true, but if I don’t, I take their name & number and try to find the answer. People tend to remember that.
I am so glad I found your site!!
Very nice of you to say that Elizabeth . . . thank you!
I am so glad I found your site!!
Very nice of you to say that Elizabeth . . . thank you!
Hi Paul,
In my opinion it is your task as a sales professional to help customers connect the dots. Customers buy because they value your product or service more than they value their money, so you better make sure they see the value in your solution. It’s not enough that you provide value, you must also make it explicit to the customer.
Wim
Well said Wim . . . thanks!
Well said Wim . . . thanks!
I do my best to reach out to clients quarterly with an e-mail report that shows the value they’ve received. It could be highlighting how much their cash flow increased, or it could be how much they saved in internal costs – depending on why they became a client in the first place. If warranted, I’ll follow that up with a phone call, congratulating them on THEIR excellent results (now they have ownership).
At the same time, I send an e-mail with poor results that says something like “Like your results? Neither do I! Let’s Talk.” I can’t tell you the number of times we were able to take a client heading for a figurative train wreck and turned them around. The value becomes apparent when they realize our relationship isn’t about my stopping by to pick up a commission-able order, but to ensure they got the value that they anticipated when becoming a client.
Helping them connect the dots with a jumbo marker is what the profession’s all about, in my humble opinion.
I love every one of these ideas John!
Seems like you do an awesome job in helping them connect those dots!
Well done!
I do my best to reach out to clients quarterly with an e-mail report that shows the value they’ve received. It could be highlighting how much their cash flow increased, or it could be how much they saved in internal costs – depending on why they became a client in the first place. If warranted, I’ll follow that up with a phone call, congratulating them on THEIR excellent results (now they have ownership).
At the same time, I send an e-mail with poor results that says something like “Like your results? Neither do I! Let’s Talk.” I can’t tell you the number of times we were able to take a client heading for a figurative train wreck and turned them around. The value becomes apparent when they realize our relationship isn’t about my stopping by to pick up a commission-able order, but to ensure they got the value that they anticipated when becoming a client.
Helping them connect the dots with a jumbo marker is what the profession’s all about, in my humble opinion.
I love every one of these ideas John!
Seems like you do an awesome job in helping them connect those dots!
Well done!