If you want to get a great start in the new year, focus on how you can deliver unique value to your customers. There is a lot of talk about “adding value” for customers. Why is this so important and how can you do it?
Adding value enables you to set yourself apart when customers have a hard time distinguishing between alternatives. It can be the key to winning your first business deal with a new account or building a stronger relationship with an existing account.
Creating and implementing strong territory and account plans is an important part in this endeavor. Effective account management increases return from strategic accounts by 145%, according to Actify’s Account Planning Book of Evidence.
Here is how you can add value:
1. Be an indispensable resource.
In each communication, share creative resources and/or unique insight to help solve their issues. Provide links to white papers, expert opinions, case studies, user guides, set up guides and consulting services.
2. Be proactive.
Continuously scan their environment for new issues or untapped opportunities where you might be able to help them be more successful.
3. Be strategic.
Use your knowledge of their industry and other similar businesses to introduce fresh ideas that relate to their current plans and goals.
4. Be positive.
Deliver positive customer experiences by focusing on successful outcomes, such as fixing specific problems or achieving business results. Document and communicate the results you have impacted in regular business reviews.
5. Be consistent.
Follow through on your commitments and promises. Keep track of action items, assignments and deadlines for yourself, your team and your customer – then regularly follow-up on progress.
6. Back up your claims.
Use case studies and other references to show how similar customers received value from products or services like yours that helped them get results and meet goals.
Think of your team as an extension of theirs. The more you can help them achieve their goals, the more they can help you achieve your own objectives.
Read more about our account planning app that can support your efforts to bring more value to your customers.