Ask many entrepreneurs and solo-professionals what they do and they’ll reply that they sell a product or provide a specific service. While that is true, in order to stand-out and provide superior customer care, you have to do more than sell products or a service. You must provide value, convenience, actionable quality service and expert advice.
Providing Value or Price?
It’s self-defeating to believe you can stand-out to your customers on the basis of price only! If you’re in Direct Sales, you likely sell products that thousands of other representatives or distributors are selling. If you were to base your level of customer care and creating customer satisfaction on lowering your price, you could find yourself out of business in a short time.
In addition, price alone does not guarantee loyalty, because if another representative or distributor decides to lower her prices, the basis for customer staying with you would be gone.
Providing Value to Customers Wins
When you focus on providing value to customers, you will stand out because most people will not take the time to do this, nor are they prepared to work hard at creating value.
Ways to Create Value
- Make sure to offer customers only the best quality products or service. An example of the opposite of this is someone who knows that her products have expired, yet she sells these to unsuspecting customers. Or, you offer a special discount on a service, but you provide less than what you’d normally do for the full value.
- Provide extraordinary service that brands your business. For example, all dentists basically provide the same service, but one dentist office stands out in my mind.
As soon as you walk through the door, his receptionist greets you with a big smile and calls each patient by name. (Two hallmarks of superior customer service.) Despite any discomfort you may have felt during the visit, you can’t help but walk out with a smile. Each client is given a gift bag with 2 travel-size toothpaste, a toothbrush, a roll of dental floss and a hand-written note with any special reminders on tooth care.
In his book, “The Best Damn Sales Book Ever – 16 Rock-Solid Rules for Achieving Sales Success!” Warren Greshes notes, “What clients want is extraordinary quality, service, convenience, and value. They want to work with a salesperson who can save them time and make their life easier.”
Do you work at providing value to customers by doing the above? What successes have you experienced? If not already doing so, are you willing to do the work? Please share.