The Problem with Value

by Carrie (Adams) Connors

Value is a tough target. It takes time to invest in learning what customers want and expect, to understand where the market falls short and where you can provide. It takes effort to build the things that are needed, demanded, and to ensure that they are delivered consistently and with the customer experience in mind. It forces you to always be fair and honest, thoughtful and often innovative.

Value isn’t a one-size-fits-all, it has to be something that the consumer wants, needs, and that isn’t found on a specifications sheet. Value isn’t something that a CFO can drive with a number – it isn’t something a good salesperson can weave in a half-baked effort. It is an all-in effort that is about what you are serving, not what you are getting. You can’t fake value.

Value is not only an investment in the effort, it is an investment in your consumers. It is creating conversations not sales pitches. It is asking questions and listening first, not assuming artificial demand and flooding a channel with products or services without regard for anything but a dollar sign. It’s maniacally focus on the right products, at the right time, for the right person. That isn’t easy.

The problem with value is that everyone recognizes it when they see it, but not everyone is willing to put in the time and effort it takes to make it happen. Value doesn’t chase a budget number in a spreadsheet. Value chases something much, much more complex – a delighted customer.  No amount of pushing, of hammering, of smoke and mirrors can replace pure unadulterated value.

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