You Are the Value

7 Who Have You Done It For?

The climb up the Value Ladder™ continues as we now think about the most important people in your business life—your clients.

Giles Kavanagh, managing director of Pusateri Consulting and my key business confidant and partner for the last 10 years, always tells people that this is his favorite question on the ladder. Why? Because you really get to discuss your clients; your successes with them; and, ultimately, the real value that you have provided. Giles always challenges participants with penetrating questions about how well they know their clients. “Did you really connect with their key emotion?” he asks. “What is keeping them up at night? What did you do for them? How has this translated into real value?” Our clients continually raise their AHA cards as they listen to success stories.

More than ever, today, you must listen to what clients are telling you in order to analyze their issues, understand their emotions, and provide solutions. Here is what they are saying:

• I am more informed.

• I have greater choices.

• I am more enlightened.

• I want to know what I am getting for my money.

• I am less swayed by marketing gimmickry.

• I am more selective.

• I have more options for professional services. Some of these options are less costly than you. So, you better be prepared to explain to me the value that you provide and why it’s priced the way it’s priced.

Big gulp. Here we go again!

You and I also are among this changing group. Look in your own mirror again and ...