Customers care only about the value you offer them. They ask about your products or services because it’s easier for them to evaluate your offering versus others in terms of features, functions and price. But what they’re really assessing is the value your offering could produce for them.
How easy you make it for them to discover this value determines your success in earning their business.
Before responding in detail to product and service inquiries, first seek to learn how the customer defines value. When uncovering a problem or need, get beyond what the customer is sharing with you to discover why a resolution is important. Not doing so wastes an opportunity to leverage your expertise and distinctiveness.
What business can’t be earned without addressing this need?
What goal is in jeopardy if it isn’t met?
What strategy can’t be implemented without resolving the problem?
They’ve contacted you because they are considering a change from what they are currently doing. Change is risky. Part of making it easy for them to choose you is to reduce this risk. Doing so makes you more valuable to them.
You increase your strategic value to the customer, and reduce their risk of choosing you, when your solution supports the achievement of a larger goal or longer-term plan, in addition to solving the customer’s stated problem or need. Ensure that your solution will produce a quantifiable financial advantage for the customer that helps achieve a goal: increased sales, higher throughput, greater share of market, more profit. And, describe how the solution also strengthens their competitive advantage.
Proposing solutions that include this powerful combination of strategic benefits – producing both a financial and a competitive advantage – separates you from competitors and makes your solution more compelling. Enduring customer relationships result when the strategic value you produce contributes to your customers’ success.
What strategic value can your product or service produce for your customers?
How could your discovery process be improved to identify why resolving a need is important?
