The world around us continues to change at a rapid pace. In the past decade, the following have been rendered obsolete:
• Land phone lines
• The compact disc
• Answering machines
• Fax machines
• Pay phones
While the world – and our clients – are evolving, the basic concept of a sales transaction hasn’t changed – and it will likely never change. Just like any other business, the promotional products industry is based on transactions and three things will always be true:
• Transactions happen between a provider and a consumer.
• Both parties in the transaction will attempt to maximize value.
• The value will be realized through the transaction.
At its core, business is based on the simple concept of exchanging value between the provider and the consumer. Therefore, salespeople continually like to express to prospects and clients that they will “add value” to each sales transaction.
So, if clients are seeking value and salespeople provide value, why is it so difficult to build sales based solely on adding value?
The answer is simple –
much like the term “solution,” the word value has become so bloated, overused, and generic that has lost true meaning simply because there is no substance associated with it. It sure sounds great when a salesperson states that they want to provide value to the relationship, but what does that mean? The word value must be attached to something concrete so that the listener fully understands exactly what is being brought to the sales relationship.
Every time the word value is used, it needs to be followed by “of (something).” This brings the word value to life and gives it far more impact than when only used alone:
• Value of time
• Value of cost efficiencies
• Value of increasing profits
• Value of truly creative ideas
• Value of peace of mind
To show clients that you bring something different to the relationship, you need to say more than you will “add value.”
Words are powerful and have meaning – use them to express to your clients how a partnership with you will provide them something tangible that they can truly value. When you share your value vision intelligently – and then back it up with action – you set yourself apart from the others who lean on generic business speak to simply get by.
Bill is president of PromoCorner and has over 17 years working in executive leadership positions at leading promotional products distributorships. A featured speaker at numerous industry events, a serial creator of content marketing, president of the Promotional Products Association of the Mid-South (PPAMS), and PromoKitchen chef, Bill has extensive experience coaching sales teams, creating successful marketing campaigns, developing operational policies and procedures, creating and developing winning RFP responses, and presenting winning promotional products solutions to Fortune 500 clients. He can be reached at bill@PromoCorner.com.