Cutting Costs: Your Client’s Greatest Need or Not?
When I travel across the country, I am asked how important price is in the buying decision of print, promotional products and related services. "Cutting costs” plays a part in the purchasing process, but there's more to it.
If you are focused solely—consciously or unconsciously—on saving money for clients, you are missing the bigger picture. Yes, you need to find ways to save them money, but this should come under the value you offer. Value = price + goods/services + YOU. If you offer a ton of value, it may cost more, but be a more viable overall option for someone, making price (or cutting costs) a non-issue or minor issue.
In today’s world, the greatest currency/resource anyone has is their time. You cannot get it back, cannot carry it forward, cannot make more of it, cannot make it move faster or slower, and cannot be two places at once. Do you hear many people saying “I wish I had less hours in the day?” No. So, you get the idea, right? We must focus on making every minute meaningful and be more human in approach. Our focus must be on the person we are talking with not on the numerous distractions around us.
So, this post applies to everyone. It is not simply relegated to printing, promotional products, graphics or, for that matter, ice cream cones.
We must help our clients and provide them much-needed headache and stress relief. In order to help them, we must provide value. This value must be centered on helping them with their top desire–not cutting costs, but the need for more time. Is this not what you desire in your own life? Yes, me too. Begin to think of ways you can you help clients free up time so they are under less stress. You will be amazed at the results.
Also, as a training tool, begin to look for the words and phrases people use and you will see what I mean. People say (among many others):
- I am slammed.
- I am buried.
- I am swamped.
- Things are crazy.
- I am running ragged.
- I am drowning.
- I am covered up.
- I am snowed under.
OK, there you go … a few expressions to chew on. Folks, that’s the mindset of most people I know. If you help fix these issues and, in turn, make their lives easier by saving them time they win… AND YOU WIN.
Saving money then becomes a footnote under your entire value proposition. The time is now, as we inch toward a new year to make things happen with your clients and make everyone’s time count.
Ryan T. Sauers has spent 25 years leading and/or consulting with printing, graphics, promotional and visual communications related organizations. Ryan is President of the independent consulting firm, Sauers Consulting Strategies, founded in 2010.
Key areas of focus of the firm include: sales training, marketing strategy, personal branding, leadership development and organizational change.
Sauers is a frequent national speaker and columnist. He has been recognized as one of the top 80 CMOs in the world and achieved the top designation of Certified Marketing Executive through Sales and Marketing Executives International.
Sauers is an adjunct university professor teaching leadership and communication courses to current and aspiring leaders. He is a Certified Myers Briggs, DiSC and Emotional Intelligence Practitioner (one of few in US to achieve all 3 rigorous certifications related to human communications, personality & behavior).
Sauers is working on his Doctoral degree in Organizational Leadership and hosts a radio show in Atlanta (Marketing Matters). He is author of the best-selling books Everyone is in Sales and Would You Buy from You? More info at: RyanSauers.com