January 12, 2016
As I mentioned in Part 1 of this series, I prefer to look at planning “Must Dos” to achieve a goal or vision, and urge my clients to approach planning in a similar way. The other day, a client asked me “what do you think we should work on in 2016 to grow our business?”
This is Part 2 of my answer.
# 2. Define what you are selling so that it identifies the value the customer receives.
When you communicate with the customer or prospect, focus your message on the value that your product or service provides. For example, instead of saying we sell IT security infrastructure services, you might say “we focus on protecting company information to secure privacy”; instead of saying we sell cars, emphasize that you are selling “a great driving experience, safety, comfortable travel or a smooth ride”; instead of saying we sell term insurance, mutual funds and long term care policies, focus on selling “financial security and/or income security.”
Be clear on the value your product and service offers: is it information, professional advice, transportation, accessibility, a higher quality product, the lowest price, prestige?
Another way to define what you are selling in a way that provides value is to ask yourself what is the customer is really looking for? For example, is the customer looking for easy access, peace of mind, quick service, a fix to a problem, consistency, or a trusted partner?
About Natalie Doyle Oldfield
Natalie Doyle Oldfield works with companies to improve results and increase revenue. Natalie Doyle Oldfield is a trust authority, client growth strategist and speaker who works with companies to grow their business and achieve their objectives. A former Chief Marketing Officer, she is the author of Building Customer Trust and creator of the Client Trust Index™ . SuccessThroughTrust.com