Industrial Distribution - December 2018

Identify Key Performance Metrics

Every company has key metrics used to help measure their ongoing success. These metrics can focus on operational efficiency, throughput, uptime, profit per part, gross margin dollars, etc. These metrics are highly visible within the customer’s organization. These metrics can also vary by department. Identify the various decision makers involved and then understand the performance metrics for their department.

How does your value-added solution help the customer achieve their desired results?

If your customer cannot answer this question, then you’re not getting all the credit you deserve. Help the customer answer this question.

Provide the data and metrics to prove your value. Proof is more powerful than opinion.

Have Your Customers
Remind Other Customers

Getting customers to brag about you is one of the
most effective ways to remind customers of the value
you deliver. Publishing customer testimonials is a great
way to reinforce your value. Southwest Airlines does a
magnificent job of customer bragging. In Southwest’s
in-flight magazine, there is a whole section called “Dear
Southwest.” This section is filled with heart-warming
customer service stories written by Southwest customers.
As you read these stories, you’re reminded of the value
that Southwest delivers on every flight.
As most people are unaware of the air they breathe,
most customers
are unaware
of the value
they receive.
When customers
are unaware
of the value
they receive,
they question
the value of
their solution.
Customers ask
themselves, “Is
this still a good
exchange for
what I sacrifice
in time, energy, effort, and money?” If customers don’t
believe your solution is fair, they focus on price. This
perceived lack of equity is the number-one reason buyers
object on price. Embrace value reinforcement and start
getting the credit you deserve.