[bctt tweet=”The only value that matters is the value that matters to the customer.” username=”EngageColleen”]
You’ve probably already heard me talk about tangible and intangible value. Tangible value means getting a return on your investment while intangible value is a lot harder to measure in a monetary way. You should also break up both types of value into personal and business sectors. What’s the tangible and intangible value that your customers are getting for their business? It could be a return on investment, retention of employees, time-saving efficiencies, or cost reduction.
Keep in mind that you’re all selling B2B, so how do you make this personal? When I talk about personal value, I’m asking if they’ll receive a bonus if your project goes well and if they’re paid based on cost savings or sales increases. Is there intangible value? Are they looking for a project that’s going to make them look good in front of their superiors? Does this project help them with their career progression? Does it help them get the job that they want?
When you can ask questions around all four areas of value with your customer, you can get a deep understanding of the value that matters to them. From there, you can put together a proposal that shows the profit in all four areas. Not only will you increase the likelihood of winning the business, you’ll have a much higher likelihood of maintaining that customer’s loyalty and growing the business in the future. It’s an account winning strategy as well as an account protection and growth strategy.