Creating Customer Value through Relationship Selling
April 25th, 2010 | 
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Creating customer value is at the core of Relationship Selling. Relationship selling is all about relationship building and moving a customer forward in the process while building that relationship.
So a natural component of that process would naturally be creating customer value. But is it as black and white as it seems?
Not always, but some great ways to create customer value and have their perception of your product/service be one of value to them is a process and you need to do your homework first.
First you need to be sure you address your customer/prospect’s specific pain when looking for solutions to their problem. If what you are offering does nothing to solve this “pain” then there is no perceived value in your offering.
This solution should be specific to your prospect – not a “one size fits all” approach but a customized, thought provoking solution that correlates the problem/pain with that solution. Be prepared to offer them something unique. Something that makes your product/service “stand out” from the crowd. How do you differ from your competition? What makes your product unique to their special needs. If you can deliver in this area, you have provided value to your customer that others cannot. Everyone sells pizza but does everyone guarantee it within a certain amount of time or it’s free? Dominoes used to do that and it worked quite well with college students who were looking for “free”. Their pain was monetary and their need was hunger so Dominoes tapped into both and created a great unique selling proposition.
Creating customer value is a process and it takes homework but it is at the core of building relationships and without it, you are just another “salesperson” looking for the big bang.
Don’t get caught up in the sale. Be prepared, be thoughtful, be attentive and make your product/service be the solution that your customer/prospect is looking for and one that will result in repeat business, referral business and increased profits.
Creating customer value through relationship building is the key to a good, solid, lasting customer base.
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