The MHEDA Journal - Second Quarter, 2013 - (Page 42)
21
ST
SALES &
CENTURY CLIENTS
MARKETING
An Expert, Advisor, Resource
and Single Point of Contact
What the 21st Century Client Really Wants
BY WARREN GRESHES
I
recently conducted a webinar on
“Effective Prospecting Skills.” As
part of the process, attendees were
able to type in and submit questions
online before and during the webinar. The question that popped up most
often was, “How can we convince our
customers and prospects of the value
of paying fair market prices or slightly
more for better services instead of
going to a competitor who is in panic
mode and undercutting pricing to the
point of not leaving any margins for
anyone to survive?”
I could think of only two answers:
1. Cut your price to match the competition. Be aware that if you do, you
better be prepared to make painful
cuts in quality, service and, most
likely, people in order to make up for
the big hit you will take to your bottom line. But, what the heck, cutting
price is easy. Why do you think that’s
the route most companies take? Or
you could…
2. “Do the hard.” The key to success
is not to do what everyone else is
doing, but to do what everyone else is not willing
to do. In this case,
that means stop being
salespeople and start
being experts, advisors,
resources and single points
of contact for your clients.
I guarantee there is not
a
single client, customer or prospect
42
MHEDA | themhedajournal.org
who wants to be an expert on what
you do. That’s what they have you for.
Most clients don’t have the time to
keep up with all the information they
need to be experts in their own field,
let alone yours. That’s why your ability
to supply your clients with knowledge,
expertise, information and education
is not only critical to your success,
but theirs, too.
On top of that there are three
very good reasons why you should
always strive to be an expert, advisor,
resource and single point of contact
for your clients.
1. An expert, advisor, resource and
single point of contact is the toughest
thing for your competition to duplicate.
There’s no secret that price is the easiest thing for competition to duplicate.
http://www.themhedajournal.org
Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2013
President’s Perspective
From the Desk of Liz Richards
Ask Your Board
MHEDA Member Profile
At Work
The Next Economic Cycle
In Case of Emergency – Disaster-Proofing Your Supply Chain
Annual Convention
Convention Program
Exhibitors' Showcase Floor plan
Absorption Measures Performance and Sustainability
Exhibitors’ Showcase Product Guide
The Parachute Congress Made
Get Your Game On
An Expert, Advisor, Resource and Single Point of Contact
What Looks Good on Paper
Instilling Work Ethic in the Emerging Workforce
How to Get People to Do What You Want Them to Do
Search Engine Marketing Value Proposition
New Members
Spotlight on Association News
MHEDA University Calendar
MHEDA Milestones
New Products
Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2013
https://www.nxtbook.com/naylor/DISQ/DISQ0418
https://www.nxtbook.com/naylor/DISQ/DISQ0318
https://www.nxtbook.com/naylor/DISQ/DISQ0218
https://www.nxtbook.com/naylor/DISQ/DISQ0118
https://www.nxtbook.com/naylor/DISQ/DISQ0417
https://www.nxtbook.com/naylor/DISQ/DISQ0317
https://www.nxtbook.com/naylor/DISQ/DISQ0217
https://www.nxtbook.com/naylor/DISQ/DISQ0117
https://www.nxtbook.com/naylor/DISQ/DISQ0416
https://www.nxtbook.com/naylor/DISQ/DISQ0316
https://www.nxtbook.com/naylor/DISQ/DISQ0216
https://www.nxtbook.com/naylor/DISQ/DISQ0116
https://www.nxtbook.com/naylor/DISQ/DISQ0415
https://www.nxtbook.com/naylor/DISQ/DISQ0315
https://www.nxtbook.com/naylor/DISQ/DISQ0215
https://www.nxtbook.com/naylor/DISQ/DISQ0115
https://www.nxtbook.com/naylor/DISQ/DISQ0414
https://www.nxtbook.com/naylor/DISQ/DISQ0314
https://www.nxtbook.com/naylor/DISQ/DISQ0214
https://www.nxtbook.com/naylor/DISQ/DISQ0114
https://www.nxtbook.com/naylor/DISQ/DISQ0413
https://www.nxtbook.com/naylor/DISQ/DISQ0313
https://www.nxtbook.com/naylor/DISQ/DISQ0213
https://www.nxtbook.com/nxtbooks/naylor/DISQ0113
https://www.nxtbook.com/nxtbooks/naylor/DISQ0412
https://www.nxtbook.com/nxtbooks/naylor/DISQ0312
https://www.nxtbook.com/nxtbooks/naylor/DISQ0212
https://www.nxtbookmedia.com