Jon Carson Consulting January 2019

January 2019

Adding Value

V. VALIDATE YOUR SOLUTIONS. Provide video testimonials of customers who recommend you and the value you provide to their company with your service or product. A. ALWAYS ASK: How are we doing? Can we do better? What do you like best? On a scale of 1-10, how would you rate us? Would you recommend us? L. LOSE A CUSTOMER IF YOU DON’T PROVIDE VALUE. Remind your team and reinforce this to them. Ask your customer, “On a scale of 1–10, how would you rate us? Would you refer and recommend us?” Remember, the answers “okay” and “fine” mean a neutral experience with your company. U. UNEXPECTED SURPRISE. This is my favorite element of value. What can you do to dazzle and delight your prospect or client? Two of my secrets: A great book or a thank-you card customized with a photo of them on the front. Check out the book “Giftology” by John Ruhlin or if you need more help. E. EXPECTATIONS MANAGED. Today’s added value is tomorrow’s expectation. If you give away trips or tickets, remember to make it special. Make it a one-time deal, or they will keep asking for more. Whether you’re plowing snow for your neighbor or offering a Go-Cup to your customers, your team needs to not only define value but also to understand how to deliver it. If you want three more examples of value, please email me at and ask me for the three value stories. Also, make sure you are adding value to your employees. This is an easy one you can accomplish right away: Tell your employees thank you and say, “I appreciate you.”

If your customers don’t perceive value, they will leave you. As a reminder, 100 percent of your customers are on your competition’s hit list. In 2019, you need to find a way to add value. The picture in this month’s newsletter represents the best illustration of adding value I could think of: using a snow blower to plow my neighbor’s driveway in a snowstorm. Value: Is your customer, or even your prospect, better off after they meet with you — and not because they purchase your product or because you make a wonderful presentation? If you clear the driveway and don’t expect anything in return, that’s value. January 2019 presents a great opportunity for you to challenge your team to find ways to add value for clients and prospects. A friend of mine, Jim Zamzow, who owns a chain of lawn, garden, and pet stores, tells me that, even after having been in business since 1933, his biggest challenge is that every day someone else is building square footage or an online service designed to put him out of business.

This year, you have a fresh chance to build a wall around your clients that no one can penetrate. Add value! What are the little things that mean a lot? Remember, your customers and prospects don’t remember what you say, but they do remember how you made them feel. We have a customer care training called The Go-Cup. I borrowed the concept from my favorite lunchtime diner. The food is okay, but

How to add value to your clients and customers in 2019

Make 2019 your most valuable year ever! -Dave Tester

it’s the service that I remember: “Please” and “thank you” and “Dave, here’s your Go-Cup.” That proves my point, but what’s your version of a training that teaches your staff to add value? I encourage you to give it some thought. While you do that, let me show you our V.A.L.U.E. this month. Share it with your team and brainstorm!


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