Do you know how to bring more value to your clients? Clients and/or customers make purchasing decisions based on numerous factors, but particularly through identifying value in their selection of products or services. Therefore, bringing value to your clients should be paramount in your thinking.
How does one do that, you may be asking. Let’s take a look at a simplified example.
Pretend you have your favorite bakery in mind. This bakery is no different than the three other bakeries nearby. It offers almost exact products but you are loyal to them regardless of the fact that they are the furthest away, charge more, and you tell everyone you know how special they are to you. Why? You are loyal to them because they treat you as if you are special to them. You are a raving fan, and tell everyone about them because you like to see them succeed as much as you like shopping from them. They are important to you.
- They go out of their way to acknowledge you and treat you like a friend, a loyal business partner. After all, they can’t do without you.
- They always have what you want, and if they don’t have it ready, they will send a delivery person with your purchase as soon as it is at no charge.
- They know your business, and make suggestions about special people they know that might be a great potential hire.
- They offer recipe ideas or complimentary desserts from time to time, and have advice on just about anything you can imagine when you ask a question.
- You get free samples on every item of which you inquire. That makes you feel important.
- Their sincere behavior and philosophy is what makes them so special. It’s what is known as differentiation. They set themselves apart naturally through their inherent value systems making them an indispensible asset to you. The others are simply selling bread. Get the point?
In your digital marketing and customer relations efforts, the way to bring value to your clients is through natural value creation.
- Sincerity of purpose always shines through and creates a value bond that is difficult to break. People buy from people they like and trust. Here are four key items to consider for every relationship with your clientele.
- Make a connection: Make a sincere effort to get to know your clients. Take the time for rapport building, defining their real needs, not just what they might be saying, and build a bond of trust between you. Competition is fierce in every industry, so define your differentiator.
Sincerely supporting your pricing structure, product or service deliverables is simply not enough. Clients become lasting clients when a chord is struck of two interested and valued partners.
- Inform and Educate: Your clients will more than likely look upon you as a leading expert in your field, and therefore expect great things from you. Take the time to offer insights into their particular project or experience by sharing stories and explanations. Similar situations others have faced may set them at ease, inform them of outcomes that may be complimentary and educate them on areas of your services that may also aid in finding solutions. Go outside of your realm of experience to assist them in as many ways as possible. In other words, become a trusted ally.
- Trusted Advisor Status: Developing trusted advisor status can be achieved with little cost, if any at all, and will serve both your client and yourself for the long-term relationship you so desire. Trust brings value in itself, and you do that by active listening, advising and serving as the client’s feedback source. If your client holds you in high enough esteem; truly trusts you, they will naturally seek your advice on all sorts of topics outside of your wheelhouse. Becoming top-of-mind brings value to your client more than any other aspect of being.
- Advocate: Offer ideas and suggestions to your clients about skills that may be useful for the success of their business. Should you come across a potentially good employment candidate, or a particular facet of their business that may benefit them, help them out by sharing. When an opportunity presents itself to advocate for your client’s business, recommend their products or services, thereby enhancing their market presences, boost sales and deepen your relationship with them. Make sure you understand their particular business and organizational structure prior to any serious recommendation, lest you disappoint or misconstrue something to or about the parties. You are merely performing ambassador duties for your trusted clients, and doing so will meld your businesses for the long term.
Your initial sales presentation and sale closing puts the foundation in place for a long-standing relationship for you and your new client. Build on that foundation by increasing true value through differentiating yourself with advocacy, education, advising and connecting deliverance.