Every business needs clients to function. To keep clients, you must convince them they are investing in a valuable product or service. Communicating value can be difficult if you own a large company or business, but it isn’t impossible. With the right strategies, you can communicate the value of any product or service, maintain your current client base, and find new clients.
Ask First
It might seem like common sense to ask customers or clients what they value in a product. Surprisingly though, many business owners don’t ask. Thus, their clients don’t feel valued and don’t get the product they are looking for. Before selling one product or service, ask customers what they value most about what you offer. If you’re a baker, is it healthy, gluten-free ingredients? If you’re a mechanic, is it your response time or the specific tools you use? Ask customers what they like about your existing product, what they would change, and what they would like to see more in the future.
Think Beyond Price
Most customers or clients want an inexpensive product, but they also want to come away satisfied with their purchase. For example, no one wants a well-priced product that breaks down easily, or a service that is fast and inexpensive, but of poor quality. When deciding how to sell your product, think about other factors such as –
- The specific response you want
- What you are willing to guarantee (e.g. is your new electric blanket safer and warmer than competing products)?
- The knowledge your customers already have. Customers who frequently restore old cars will come to your mechanic shop with a greater knowledge base than those who don’t.
Use a Rating System
Rating systems are one of the quickest, most efficient ways to get customer feedback. A rating scale can tell you in one number how your business or product is doing in several areas, and it saves you the time it would take to read through paragraphs of feedback. A rating scale will also draw your attention to additional comments; if someone takes the time to specifically say what they liked or did not like, you’ll notice it right away and be in a better position to change it if necessary.
Find a rating system that works for you – for example, 1-5 with 5 being the best – and stick with it. Check your ratings often. If one or two areas get consistently low ratings, focus most of your energy on improving them.
Build Rapport with Customers
You can’t communicate value to clients without talking to them. Good communication often starts with rapport. Remember your customers’ names when possible, as well as details about the products or service types they like. For example, if you own a ‘50s-style café, get to know your customers well enough that you can ask, “The usual?” If you own a bookstore and know one specific customer likes a certain author, call or email her when a new release from that person is in. If you need help building and maintaining rapport, you can also check out our negotiation training or influence training for assistance.
