by Tony Vidler
While helping a financial adviser craft their value proposition recently, he asked a superb question.
What IS value?
It is a word we use a lot in professional services, and it is a word that gets used a lot in marketing. So when it comes to marketing professional services we tend to use it a heck of a lot…
…and perhaps have a tendency to lose sight of what value actually is to the person who matters most – The Customer.
To a Customer it is relatively simple.
Value = Benefits minus Cost.
That’s it in a simple equation.
In this edition of Tony’s quick tips we talk about what value is, and the importance of understanding it and being able to articulate it to customers.
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