Value added. How many times have you, we, I used that short phrase?
Value added thinking.
Value added services.
Value added resources.
Value added people.
In our world—where clients often are competitors, where competitors often are partners and where pressure to deliver, more and always more, against price intensifies constantly—understanding value-added is key.
Check a Thesaurus, which is always interesting for me Look up value:
Importance; significance; usefulness; consequence; meaning
Apply the filter.
It Seems to me that often the word added is the driver and value (as in importance; significance, etc.) is secondary.
We add, no question, lots of stuff . And it’s not just us. I see it from other companies too. Again, the question is what is of value? Apply the filter.
All too often I hear clients dismiss others’ version of Value Added. “We do It” or “We have it” or “We don’t need it.” Ensure you have too.
I’ve also seen the opposite—when we really do bring Value (as in the filter) the results are magical.
So here is a rule to add to the filter:
“A bird does not sing because it has an answer. It sings because it has a song.”
~Chinese Proverb
Clients value us when they know we have a beautiful song to sing—a song that Adds Value—and will lead to great solutions, they don’t value us just for adding it…
SING.
Sometimes you can spend too much time focused on what the right answer could be, what the best offering should be, what the value add could contain, what the objectives should be…in the words of Martin Luther King Jr
You don’t have to see the whole staircase to take the first step.
Think about this – from your experience how much new business is actually won from “value add” versus “who you know”. It’s all about relationships, everyone can value add but what everyone can’t do, is be you and therefore who likes you. Contacts. Contacts. Contacts.
Good question — it used to be that relationships trumped all — today relationships are a big help — but no longer are the key — price is critical…way too often…but Value is the trump card
Value is a tricky thing…value is not universal, value is individual. In today’s cold world of bottom line business, people don’t take the necessary time to truly find out what is “true value” to a client or each individual client stakeholder. Smaller personal values shape the holistic value of a company.
All too often people talk, instead of listen; people push agendas instead of evoking thought. Unfortunately too many people/companies focus on “contacts, contacts, contacts”, unnecessary relationship candor, instead of actualizing true contagious passion for creating innovation through uncovering and delivering tangible value. Companies will choose true value over any existing relationship.
If perception is reality, then value is a form of perception. Thus, an organization that slings “value” should strive to take the necessary time to uncover what is value. Thus shape perception, to then become reality. That reality is the harmonious song the business world should strive daily to sing.
With clients (or the sponsor on client side), one issue is discerning value perceptions versus self-interest of the person/persons we are in contact with. In both cases they are going to make a decision because of a valuation, but it could be: more about “makes life easier” than “increases shareholder value”, or anything in between. A CEO might want a robust slogan, or a new kind of target, while a marketing manager might want a better way to argue for more spend or a way to beat up on finance. [Yes, I'm cynical today, but sometimes that is where the sell comes from].
Ultimately, long term relationships matter, and they depend on PROVEABLE increased value. If that can be measured and you deliver, the welcome mat will always be there.
Tom.
Long term relationships do matter. Unfortunately all too often people try and build relationships first before becoming a proven entity by delivering a predetermined quantified value. You can build a strong relationship someone who delivers (even if you can’t stand them) but can also quickly fire someone you like that doesn’t.
Two Venti coffees always cure my cynicism.
Coffee, yes. But make mine espresso please. Two would be OK some mornings. Less is more for some…
Tom.
cynicism fuels my coffee…..