Consumers value your added value offers or services based on:
- How valuable they perceive these services to be for them
- What is the real value-added?
- Do they understand the real value services you offer?
Recently, we challenged a group of online marketing specialists for small to mid-size companies that know that they are the online/internet “Rolls Royce” when it comes to service, knowledge and the execution they provide. After some conversation, we immediately recognized two key issues that they are facing.
First, even though they are the best when it comes to converting a business plan to a profitable website or understanding business objectives and its online applications, the small to mid-size client places a lot more importance on “Make my website look good” versus “Let’s develop a website so I can achieve my online objectives”. In many cases the client doesn’t understand or recognize the real value of working with a company who will provide them a fortune 500 level of thinking and that will develop a profitable website. The account executive desires to earn the business and make a sale versus providing an environment that places importance on giving the right advice and where service becomes a priority.
As a company, our CBIL360 Miami Division; Website Design Miami, will not allow their professionals to provide an online service that does not start with the answer to “What is your objective?” and “Why do you need a website?” The answers will serve as the backbone for a website blueprint.
Second, since so much of what they offer is sold to companies who are eager to do more online, both the agent and client have come to settle for the belief that only a good looking website may be sufficient. Why provide a “Rolls Royce” service if you the client believe that having a place in the cyber space can help even though there is no defined objective, plan and strategy.
I know that CBIL360 as a company yearns for customers who understand the value and appreciate the quality and service we provide. But l know that some of our professionals are eager and their need to close business cannot clearly articulate the total value of their offering. As a result from time to time we see agents trying to plan a production on a website without following all production steps by CBIL360.
They find themselves stuck on the “make my website look good” paradigm.
Other predicament comes when the company or clients do not only want low cost, they also want the best website design, online development, email campaign or any other online service or our best online value package for low cost. We know that in general, a customer is looking beyond the price to the total cost of procurement in compression to the total possible revenue outcome and then for the added value. It is the absolute responsibility of our team to educate the customer as to the online possibility and the added value they offer. What was surprising to me was that no matter what was explained to them, they tend to forget that the website is their online branch. They tend to forget that their clients, visitors and users are looking for a pleasant website experience no different then what they look when the land on a website.
The value added can come and will come after agent and client agree “Let’s make a website that will contribute and enrich to our business”.
Would you agree that in retailing, distribution and manufacturing, there are few secrets? That most companies know where to get the best offerings of their industry has to offer. With that being said, one can play the “websiteRUs” game or do differentiation through your total value package. The challenge you have is to determine the true and honest value of the service and the value-added services you offer.
An important element is offering understandable or visible added-value. First we must educate our customers in what they are buying than buying better. Companies must know how to buy a service that can generate revenue verses service that will have no effect on the bottom line.
- This could mean method that allows execution and no thinking.
- This could mean to be in the cyber space without knowing why.
- This could mean contracting what sounds good and what offers true value and results.
- This could mean putting experience aside and letting young knowledge lead.
- This could mean buying before doing sufficient research.
Value is all too frequently, as elusive as a unicorn in many ways. You simply have to figure out what your customers consider to be valuable and test it constantly. Many time what we or our client see as added value has no real value for the online consumer.
Value added services are not perceived as being valuable if your customer doesn’t know what it is that you are doing for them. When we tell clients that CBIL360 provides Fortune 500 level of thinking and execution for the small to mid-size companies do they believe us? Should they believe us?
I and you know the answer: NO they should not believe us but they sure have to talk to us. They sure have to evaluate what we have to say and offer.
We must tell your customers online what it is that you are doing for them. If you do not want to be relegated to living in the world of where low bid wins.
- Be responsible to educate your customers as to how they do better.
- Provide a service to your customers that have value to them.
- Help your customers to determine the real dollar value of your “value-added” offering.
- Continually remind your customers about the real-dollars you save them when they do business with you.
Do it all online and do it well. Because, over 50% of buying starts as internet search.
I believe that at the end of the rainbow if you know where to look. How you choose to work or whom you chose to work with is a choice that should be based on knowledge and experience.