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<\/a><\/p>\nCreate Value<\/h2>\n
Unlike the value inherent in your products, created value is unique, relevant, and timely for each customer. It isn’t generic. MIT Sloan Management Review defines Value Creation this way:<\/p>\n
\u201cValue creation is defined by the experience of a specific consumer, at a specific point in time at a specific location, in the context of a specific event… The experience space is conceptually distinct from that of the product space. In the experience space, the individual consumer is central, and an event triggers a co-creation experience… The involvement of the individual influences that experience. The personal meaning derived from a co-creation experience is what determines the value to the individual.”<\/p>\n
To create value, you need to understand the individual buyer and make every interaction – meeting, conversation, and transaction – a meaningful experience.<\/p>\n
Your customers recognize and respond to personally meaningful interactions. And the response is an emotional one. Strong interaction and customer experience increase customers\u2019 desire to engage with your brand or even make an instant purchase.<\/p>\n
How can you offer an unexpected happy experience for your customers? Here are a few ideas:<\/p>\n
\n- Ask thought-provoking questions that pique customers\u2019 interest.<\/li>\n
- Listen exceptionally well and have a human-to-human exchange (no scripts!).<\/li>\n
- Remember and respond to the little things a customer tells you.<\/li>\n
- Show empathy, curiosity, and humility instead of pretending to have all the answers. <\/li>\n
- Build trust by keeping your promises and commitments.<\/li>\n<\/ul>\n
Co-Create Insights<\/h2>\n
Gone are the days when you could simply pitch a product that would meet the needs of a target audience. Today\u2019s empowered customers expect a customized experience. They want to be involved in activities that make your product or service better. They respond enthusiastically (even euphorically) when you get them participating in creating something special.<\/p>\n
“Insight Selling” employs the concept of co-creating to create the euphoric experience for your customers. When you take this approach, you engage customers before you pitch what you think they want. You co-create a vision for the outcomes your customers desire. Then you co-create the solution that will move them toward this shared vision.<\/p>\n
This approach will differentiate you from your competitors who usually develop unilateral insights and then deliver those insights to customers. In such cases, customers have a ho-hum reaction rather than the euphoric response that they show when they are involved in the co-creation of insights.<\/p>\n
Bonus: Watch this webinar to learn how the best sales professionals engage with their prospects<\/h3>\n
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