Ways to Demonstrate Value to Your Clients
For years, I have taught and managed by the concept that providing value to my clients is my calling and the calling of my various teams around the globe. Values perform a two-fold purpose in business. First, they provide the basis for your team’s actions and beliefs. Hence, they set the stage for being authentic and conducting themselves professionally. They help you to gain self-respect and clarity in your presentation. Secondly, the values you bring to the table for the client can be measurable, generate data for decision-making, and provide opportunities for your clients.
We often consider them simple: here’s my rate, what you want, and then deliver, but much more is involved. Integrity, trust, honor, and courage are all part of providing value because if you don’t possess these and demonstrate them, your bid will fall short.
Demonstrating value to clients is vital for building long-term relationships and ensuring customer satisfaction.
Here are several ways to do so:
Understand Their Needs:
You may often think you are listening in the sales cycle, but all you are doing is waiting. You’re waiting for your turn to inject the features and benefits of your product or service. It is much more profitable to listen well, ask questions, and take notes, then tailor your services or products to meet each client’s specific needs. This shows that you are attentive and dedicated to solving their unique problems.
Deliver High-Quality Service:
Consistently provide top-notch service. This includes everything from the quality of your products to customer service interactions. Always stress this to your team and live it in front of them. Don’t take shortcuts, nor allow your people to take shortcuts. Make your quality the main reason for your existence.
Communicate Regularly:
Your job is to keep clients informed about progress, changes, and any issues arising in their project. Honesty and transparency build trust and show that you value their business. Many companies fall short in this area today. Their point is that customer service and advisories are costs that can be cut, and no one will notice the difference.
Trust me, they notice, and you may not be invited back for another project. I would much rather get chewed out by a customer for over-communicating than failing to communicate, especially when there are issues that will result in delays or cost overruns.
Be Proactive:
Today, in business, we have fallen into the reaction trap; in other words, we don’t do anything until something breaks or explodes. My thought is you have just lost the client at that point. Anticipate client needs and offer solutions before they even have to ask. This demonstrates foresight and a deep understanding of their business. Ensure you do your homework, listen to their people, and understand the organization’s pain points. Invest in the relationship.
Provide Expertise and Advice:
I have always built partnerships with clients, even for only one project. I do my homework on their industry, integrate my experiences, and then share my knowledge and expertise to help clients make informed decisions. This can establish you as a trusted advisor in your field. However, this is where integrity and authenticity come into the equation because they will test your logic, verify your data, and interrogate your solution before they give you the moniker of a trusted advisor.
Use Client Feedback:
One way to lose your client’s attention and pocketbook is to assume you are the expert and they know absolutely nothing. Actively seek and incorporate client feedback. The operative word here is incorporate, which means include, adapt, or act on the input. This shows that you value their opinions and are committed to continuous improvement.
Offer Personalized Experiences:
If you believe you have a solution that will fit everyone’s needs in different industries or service arenas, then you are deluded. Yes, it may be cheaper to make cookie-cutter installations, but that can land you in court when they don’t want to change how they do business to use your product or service. Always customize the client experience to make them feel unique and valued. This could include tailored recommendations, personalized communication, or custom solutions.
Show Appreciation:
Regularly thank clients for their business before, during, and after your project. Do a 30-day, 90-day, and 6-month follow-up to sample the improvements or issues that may have come up due to your project. Remember, being proactive is a way to show value. This is an add-on. Small gestures of appreciation can go a long way in building a positive relationship.
Provide Added Value:
As you listen to the client, look for ways to offer something extra that exceeds what the client expects, like additional resources, training, or support. Again, being proactive can create a long-term relationship with the client or get references to other firms in the same industry. It doesn’t have to be significant. Show value when they are not expecting it.
Measure and Share Success:
I have always found it best to introduce ways you will use to track metrics along the way. Constantly update the data and make adjustments to track the success of your services and share these results with your clients. This demonstrates the tangible value you bring to their business.
These strategies help reinforce the value you offer to your clients, fostering a strong, mutually beneficial relationship. There is much more to this process. This is just a sampler to see how you stack up today.
