We have the most glorious ideas, don’t we? “We’re going to do a better job this year educating our clients and bringing them value.” Great idea, by the way. However, what if your clients don’t care and just want you to send them quotes when there is a project?
Try this: in your next meeting with your clients, bring them extremely valuable information about them and their world. Don’t talk about you or your company at all. Take time to find information that will touch a nerve and help them navigate through some rough waters ahead. For example, find a white paper about struggles in the industry and an idea on how to overcome it. Don’t write it, research and bring them a copy. If you’re an integrator, ask your manufacturers for a white paper, case study, article, etc. that will be meaningful to your customers.
When the meeting is over and they’re appreciating your input, let them know that you will be bringing this level of knowledge to them frequently. Tell them: “The only way I’m going to differentiate myself is by bringing you information that’s going to help you.” Ask them how you can get on their calendar. Believe it or not, some of your hardest prospects and customers will take you up on this. Others won’t, but that’s ok – focus on the ones that want value.
