Knowing Your Worth
Skill Five Customer Value & Measurement
In conversation after conversation I ask sales people
these three questions:
- Who
is your most important customer?
- What
did you do to add value for them last week?
- What
did you do to add value for them during the week of January 23rd,
2005?
The answers to the first two questions are always
spontaneous and quick. It’s the third question that separates the good from
great. Rate yourself based on this scale.
1 - Sometimes provide “value-add”
service with the products you sell. When making sales calls you often present
the feature without thinking about the benefit to the customer.
3 – Regularly provide “value-add”
service to your accounts. It sounds corny, but features and benefits is a
regular part of your selling vocabulary.
5 – Provide “value-add” service
and sometimes use examples of this service when making sales presentations.
Often the benefit you describe has nothing to do with a product.
7 – You provide service, and can
convert your service into dollars and cents. You will present the dollar
savings to key customer contacts. Before talking about a product, you attempt
to think about the payback to your customer.
10- The gold standard in selling.
You make it a habit to record the dollarized value of your “value-adds” to
customers at all levels. On a quarterly basis you present your customer with
information that confirms and reinforces a measurement of the service you
provide.
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