Dear Ms. Marketing: Increasing Your Laboratory's Value
Dear Ms. Marketing: Increasing Your Laboratory's Value
First of all let’s look at value. Value is how you can help your customer use your product or service to make a profit. Once again we have to educate our accounts about all the new products that you as a lab have to offer. We have to help show them the value of our work. If a product is made in a different country and then shipped here at a cheaper price and they use that product and not yours, then you have not done your job to teach them all about your product. Price may have been what value they were looking for.
Value is how you can help your customer use your product or service to produce more. We do a lot of e.max in our lab and we have never seen a patient driven product like e-max. We have several accounts who want more once a patient has an e.max restoration. A crown is a crown but an e.max crown is value. e.Max was what value your account was looking for.
Value is about outcome not about sale. What is in it for them? Most salespeople make a sale, deliver a product or a service and try to respond to the needs of their customers. Then they start building a relationship with lunch and hope to make a second sale. If you product is more than the next guy's, you lose. Your price was not out of line. There was no value perception from the customer’s point of view. Therefore, all that was left was price.
Value is what you do up front. Value is what you do during the relationship. Ask your customers what they think is of value to them. Having they cases delivered on time without having to call the lab to check on a check is of great value to them.
Remember even in business that the value of a product is not solely about money. Value is often measured by the usefulness or desirability of something. lso, remember that value can change with people and with the times. What you think is of value may not be of value to someone else. No matter what you do you must offer value to your customer or they will not buy from you.
Always give value beyond your product and service. Always help as much as you can without expectations. Keep driving your products. Once your customers see the value and experience the value of what you do, they will buy.
