Last time we talked about the value they can see and that we provide. But what about the value that they can’t see or measure? Often our value differs from client to client. Understanding what your client wants and what is important to them, helps them to see your value in a way that makes sense to them.
If you are a financial advisor, you may have a smaller number of clients that you can truly have a personal relationship with and if that is true you really should know and understand what is important to them so that you can “show them” value regularly. If you are in other areas of retirement services, you probably have many more clients and have the time to really know the value that each of your client needs will be more difficult to provide.
You must realize that no matter which type of business you have, a lot of what we do is not measurable and makes it difficult for clients to “see” our value. We know that our services have a value to our clients so reminding them and summarizing it for them regularly will be an important factor.
If our clients do not feel they are getting value, that is when we are at risk of losing that relationship. I would argue that when they don’t see value is when they look for another provider to show them value (although it may not be better long term).
One other thing I would add, is that you should never be dishonest about what you provide just to hope they see some value…you will be found out quickly if you lie about the services you provide.
