A Four-Step Look at Client Value

I recently read with interest a customer-facing magazine developed by a highly successful printing and marketing execution company. Aside from serving as a terrific communications tool, it offers sound advice for most any organization looking to improve outcomes from their marketing efforts.

This issue contained an insert focused on helping clients get strong results from their participation in trade show exhibits. What struck me about this “mini tutorial” was the focus on four key steps: Concept, Production, Distribution, and Results.

Step 1: Concept — Advance planning and the need to carefully identify measurable targets. What are the desired outcomes and how will we know whether and to what extent we succeed?

Step 2: Production — Which tools and collateral will we need to effectively communicate how we deliver unique value for clients?

Step 3:  Distribution — What can we provide visitors to our booth that will allow them to take away valuable, targeted information they can share with their colleagues? What and how can we gather needed information about prospects to ensure permission to follow-up with them and provide even more helpful resources?

Step 4:  Results — How will we track, analyze, and evaluate results against our stated objectives? How will we use this information to help us improve future outcomes?

Here’s the insight. Steps 2 and 3 are important approaches; necessary but, to most clients, incomplete. There is a reason customers want and need help here, but unless the service provider understands Step 1, “The Why,” they will be operating in a tactical vacuum and their offerings may fall into the “commodity” column.

Ultimately, results (Step 4) are what matter most. By aligning with clients at the concept stage (understanding “The Why”) service providers not only position themselves as key advisors and partners, but they also set the stage for helping clients set measurable, desired outcomes and assist in keeping score.

Simply put, as the illustration below indicates, Steps 2 and 3 are tactical and necessary. However, unique value to clients is found in Steps 1 and 4. And providing unique value is far more likely to result in true partnerships, client loyalty and enduring, profitable relationships.

Click to enlarge.

For more information on ways to improve your organization’s Four Step Process, contact me at joe@ajstrategy.com or visit my website at ajstrategy.com.