Whether you like it or not, you’re in a race for value. As you read this, existing and emerging competitors are figuring out new ways to replace you. Your only protection is your ability to continually create value for your customers.
Value is a perception of the worth of something. As a perception, it is defined by your customer and not by you. In fact, value is created by your customer and not by you. In order to understand your value, you need to be present when your products or services are being utilized. You need to understand how the use of your products or services move your customer closer to their goals. If you really want to understand how to create value for your customer on an on-going basis, aim to understand these two components:
What is the strategic objective of your customer? If you are not attached to their strategic objective, you will be commoditized. Understanding your relevance to strategic outcomes is the foundation for creating on-going value.
This is where your opportunity lies. If you can remove interference toward the achievement of their goals, you will be sought after. Interference comes in two flavours:
Most sales people find it difficult to think beyond tactical needs and the products they sell. Without the context of strategic goals, your value is questionable. Make it a discipline to understand your customers strategically. For all of your key customers, connect the dots by answering these three questions:
Products and services become old and obsolete. If you focus on these, you will be easily replaced. Helping people achieve their most important goals never gets old. Focus on this and you will win the race for value.
Adrian Davis, the author of Human-to-Human Selling: How to Sell Real and Lasting Value in an Increasingly Digital and Fast-Paced World, is a Certified Speaking Professional (CSP) and an expert in strategic selling and account management. He is frequently called upon to advise senior management teams and sales groups on the optimization of sales performance and the development of strategic client relationships. To book Adrian for your sales or leadership conference, or for a complimentary consultation, you can reach him via Twitter (@TheSalesOracle) or LinkedIn. Find out more at www.whetstoneinc.ca or www.adriandavis.com/blog.
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