Everyone believes that they create value for their clients, and if you focus on value creation on some kind of regular basis, you probably are providing it.

It’s important, though, to take time periodically to determine whether your assessment of value is the same as the perception in the eyes of the beholder.

Our filters are based on how we view the world, which may differ substantially than how others perceive. You may think you’re providing great customer service, for example, yet from another perspective it may appear average. That is something you want to know more about, because ultimately it drives sales.

Importantly, value is not driven by the features of what you offer. Yes, you need to offer a quality product or service, but so do many companies. Value is differentiated by the feeling that the purchaser experiences when he or she encounters your company.

How do you assess the way you convey value? One way is to step aside and ask trusted colleagues or friends what they would look for if they were in the market for what you provide. You’ll receive some new ideas that you can integrate.

Another way is for you (or again, a trusted colleague) to assume the role of buyer and attempt to buy similar services or products from others. You can learn different things about marketing, sales, and product differentiation through this method.

Or, you can have people “mystery shop” in your organization. This may not work universally well outside of retail businesses, but it is another path to discover how people view the value of your products and services.

An important takeaway is to ensure that you don’t take for granted the way prospective clients perceive the value in what you offer. The greater the value, the more clients you’ll have, which translates to higher sales.

“Corporate culture matters. How management chooses to treat its people impacts everything for better or for worse.”
– Simon Sinek

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