How do you measure and demonstrate the value of your services to your clients?
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Before you can measure and demonstrate your value, you need to define what value means for each client. Value metrics are the key indicators that show how your services are impacting your client's business outcomes, such as revenue, retention, loyalty, satisfaction, or efficiency. You should work with your client to identify and agree on the most relevant value metrics for their situation, and set clear and realistic expectations and targets for each one. Value metrics should be aligned with your client's goals, challenges, and needs, and reflect the benefits of your services.
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It's a very hard thing to measure. I'm a firm believer that value comes with what problem the solution fixes. Aligning a customer's needs with their budget to fix the problem. You should try your best to get them from where they are to where they want to be. Be inquisitive, challenge and behave like somebody who is out to be trusted rather than liked, people who are out to be trusted will challenge and pose difficult questions. Those out to be liked will be agreeable and will scoot over detail.
Once you have defined your value metrics, you need to track and measure how your services are delivering on them. You should use reliable and consistent data sources and methods to collect and analyze the information that shows your value delivery. You should also establish a regular reporting and communication schedule with your client, to share your progress and results, and to address any issues or feedback. Tracking value delivery helps you to monitor and improve your performance, and to demonstrate your accountability and transparency to your client.
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In my experience in both Sales and Client Success leadership roles, I’ve found that consistent tracking of performance metrics and articulating that data back to the client in a meaningful format is the key to client retention. If delivery is meeting or exceeding expectations, share those successes. If not, share that too, along with solutions to improve performance. Clients appreciate transparency, so don’t try to hide under delivery or low performance, no matter how difficult that conversation may be. You’ll likely find that your relationship with the client is stronger in the end as they’ll view you as a true partner in their business.
Another way to measure and demonstrate your value is to showcase value stories. Value stories are compelling narratives that highlight how your services have helped your client overcome a specific challenge, achieve a specific goal, or create a positive change in their business. Value stories should be based on real data and evidence, and include the context, the problem, the solution, the results, and the impact of your services. You should use different formats and channels to share your value stories with your client, such as case studies, testimonials, presentations, or social media posts.
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This is important for a number of reasons, particularly if you are delivering a solution that can touch many areas of your client's business and has become part of the BAU landscape. Solving an unexpected problem that is business critical today may not be remembered in nine months time - and the people responsible for the commercial relationship with your company may not have had any awareness of either the problem or the solution.
A crucial part of measuring and demonstrating your value is to solicit value feedback from your client. Value feedback is the input and opinions that your client provides about your services, your performance, and your relationship. You should seek value feedback regularly and proactively, using different methods and tools, such as surveys, interviews, reviews, or ratings. You should also acknowledge and act on the value feedback you receive, by thanking your client, celebrating your successes, addressing your gaps, and implementing your improvements. Soliciting value feedback helps you to validate and enhance your value, and to strengthen your client's trust and loyalty.
Finally, to measure and demonstrate your value effectively, you need to align your value strategy with your client's changing needs and expectations. Value strategy is the plan and approach that you use to deliver and communicate your value to your client. You should review and update your value strategy regularly, based on the data, stories, and feedback that you collect and analyze. You should also involve your client in the process, by asking for their input, suggestions, and preferences. Aligning your value strategy helps you to adapt and optimize your value delivery, and to maintain your client's satisfaction and retention.
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I think that the business or account manager determining what the value is to the customer is the wrong approach. I believe the customer is the one that determines the value and the value can and is many times different to almost every customer. The customer should be the one that determines the value and the provider should be the one that builds a plan together with the customer to deliver on their expectations.
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