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.
Paul Reilly is president of Tom Reilly Training and
co-author of “Value-Added Selling”.
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.