So here we are….Week four or so of this bizarre reality.
I wasn't able to shoot a video yesterday. I do have a few more things coming this week that you’ll want to watch for.
Over the past couple of weeks, I’ve been working non-stop with clients from New Zealand to California to Chicago, Toronto and many places in between. There is nobody that hasn't been impacted in some way by these trying times.
We will recover.
As we move forward, I believe this is a great time to make sure you really understand your core value proposition to your clients, and to see if it matches how your customers see you.
As an example, I have a client who manufactures guitars.
We've worked together for many years now.
Mike, the President of the company, doesn't see the company as a discount Gibson or Fender, but rather, he sees himself and the company as somebody who delivers joy in the form of amazingly unique guitars.
The guitars are different and express individuality. The CEO is actively engaged in responding to customer emails and doing whatever it takes to keep their customers thrilled.
When a new model is created, he's as excited as his eager customers!
Their customers love the guitars, whether they're just learning to play or buying their 12th guitar.
And for his company, instead of sending a generic, vanilla statement on COVID-19, it was easy to reach out during this time and tie their messaging directly to their core value.
In a nutshell, they were able to say something like: "We might not be able to help you avoid the stresses or challenges of our new world, but we can help bring joy to your life in the form of guitar and music."
Customers have loved and appreciated their gesture.
And by the way…
If I can assure ALL Tuesday Tidbit readers of some semblance of normality in the world, it's that guitars continue to ship and people continue to rock out in their basements.
By recognizing that was their ability to add value, they were able to create a special offer that made it easier for their clients to buy from them now and appreciate the offer.
What's your core value?
What would be worse in your client's lives if you went out of business? What would change?
Would you be missed?
What could you do for them now, that would make their lives a little easier (either by reducing their workload, increasing the amount of time they have, taking a worry off their plate, etc.?)
Many of my clients are calling their own clients to check in and make sure everyone is doing okay and to see how they can help. They do this because it’s congruent with the promises they make in their sales and marketing.
And guess what they hear as they continue to make these calls?
Things like, “You’re the only supplier who has called us!”
“I’m so surprised you’re calling to check-in. Nobody else has done this.”
If your clients only buy from you because you're the cheapest option, then you're going to have an ever-tougher time now and into the foreseeable future.
We will recover but it won’t be easy for everyone.
There’s still time to make the changes and improvements you’ve been putting off for years.
Your Challenge:
Use this time as a way to identify & strengthen your core value, and then test that by finding a way to make an offer to your clients that plays off that core value.
If they're grateful for it, then you nailed it.
If they don't seem to care, then you need to work harder to find it.
We've all got some extra time on our hands. Use it wisely.
I'm working harder than ever with clients to help them identify their core value, develop the processes they should have build years ago, and continue to find ways to thrive.
If you need help, you know how to reach me.
There's never been a better time than right now.
Best,
Noah
