249: Unlocking Value For Clients

<p>It is seriously sad to be dumb.  Nothing annoys me more than when I finally realise something that was so obvious and yet I didn’t see what was there, right in front of my nose.  We talk a lot about value creation in relation to pricing, trying to persuade clients that what we are selling is a sensible tradeoff between the value they seek and the revenue that we seek.  We want the value we offer to be both perceived and acknowledged value by the buyer.  Often however, we get into a rut in our sales mindset.  We carve a neuron groove once in our brain and keep ploughing that same row.  Outside stimulation is needed.  I realised that fact when I recently did some formal online training. My previous companies had sent me to the Harvard, Stanford and Insead business schools in the past, which of course, were all amazing.  However, when I was doing my recent studies, I recalled that it has been some time since I did something formal like that. During the coursework, I realised many things we could do around value provision, which we have not been doing or not doing sufficiently well enough.  I am an avid reader, but I also found that the mantra of both “formal” and “informal” lifetime learning is a good one to follow.</p> <p> </p> <p>I found we have had a lot of assets lying around, which we have not fully utilised, hence the “I hate how dumb I am” statement.  We need an omnichannel approach. Often, we may have videos hanging around, explaining the benefits and the details of a service or a product.  Now the video has an audio track, which we can strip out of the video. This allows us to turn it into a different medium, allowing clients to access the information in that format.  So many people are now processing information through audio, thanks to the recent proliferation of podcasts and audiobooks. Buyers are busy, busy and so many are multi-tasking while listening.  Having audio alternatives may help to save them valuable time, compared to them having to sit down and watch our video. Depending on the content, th