â€œIs this a conversation they would be willing to pay for?â€
When a person is willing to pay for something, it is because they perceive it to have value. Conversations seem to have no material cost â€“ they are just a collection of words and a small amount of time spent, but in fact every conversation is the catalyst of a relationship, and a relationship is a reward for creating value for someone.
A relationship is the reward that a customer gives you for bringing value to them.
Even on a social, non-business level, when people talk to friends, they create relationships with those who bring value to them. Value means adding something to someone’s life. A suggestion, a tip, some guidance, some help, some knowledge, support, empathy, understanding or acknowledgement â€“ these are some of the things that can be delivered in a conversation that add value, either through logic, through emotion, or both.
Enhance a person’s life through your words:
If you find people agreeing with you right away then you might be failing at delivering true value, since you are telling someone something they already know, or simply passively siding with how they already feel.
True value comes from being able to enhance a person’s life through your words. A successful conversation might be one in which you hear, â€œI never thought of it like that before!â€ in which you impart a relevant insight and in some positive way, change the game.
This is how value is created, and that is worth paying for.
It’s a conscious act that anyone in business, whether talking with a prospect or customer, or internally with a team member, must constantly challenge themselves to do in order to create those â€œa-haâ€ moments.
It is a great, positive achievement to be able to shock others with the unknown â€“ a relevant insight that will make them think differently.
This is just one of the ways that we bring value to our customers and at the same time how we help Qualifirst improve.
â€œWhat the data tells us is that for nonâ€“decision makers, loyalty is much less about discovering needs they already know, and much more about teaching them something they don’t know, for example, something new about how to compete more effectively in their world. Customers will repay you with loyalty when you teach them something they value, not just sell them something they need. Remember, it’s not just the products and services you sell, it’s the insight you deliver as part of the sales interaction itself.â€
â€• Matthew Dixon, The Challenger Sale: Taking Control of the Customer Conversation