First, value is a term too often and too liberally used in professional conversation. What does value mean? Is it the national
brand, the international company, the most technologically advanced product? Is it the local firm, the boutique product or
the specialty service? Is it the Made in America brand or outstanding customer service defined by access to expert staff and
personal attention? Maybe it’s purchasing the least expensive product with the most features. The list can continue almost
indefinitely since value is based on the personal experience, successes, failures and frustrations of each person. Without
knowing the specific value that you provide, you are operating on assumption, prone to misunderstanding and potentially
sabotaging your ability to uncover and uniquely address a potential or existing clients needs.
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