Do your B2B customers know what you do for them? Sure, they may know that they are getting the service they expect and pay for, but do they know about the instances when they receive something unexpected? Do they know when your company goes above and beyond what is required? If you are not telling them, they likely don’t know.
An unnoticed deed is the same as a deed that doesn’t exist in the mind of your customer.
The bottom line is, if you don’t communicate the ways your company goes above and beyond what is expected, your customers won’t know there is a difference between you and your competitors. Below are three tips to help you communicate your value to your B2B customers.
Set Clear Expectations
At the beginning of a relationship with a customer, set clear expectations in writing of what your customer can expect to receive. If your customers have a clear expectation of the norm, they will be more likely to notice when you go above and beyond the norm.
Give Your Customers a Point of Reference
If your customers don’t have a point of reference for what is normal industry wide, they may not realize that your company provides superior service. For example, I developed messaging for a packaging company that goes beyond food industry standards and holds to stricter pharmaceutical packaging standards. If we didn’t communicate this point of differentiation to existing and potential customers, they would assume that every packaging company holds to the same high standards when many packaging companies barely reach minimum food safety and quality requirements.
Spread the Word
Perhaps your company is 20% faster than the industry norm. Do you have this point of differentiation clearly stated on your website? Is it included in your marketing materials? Does your sales team mention it to prospects? Maybe your company provides a 12-point maintenance inspection, when your competitors only provide a 10-point inspection. Do your technicians mention this when they are on-site with a client? Have you sent a white paper to your customers with maintenance tips, including a section with educational content on the value of each point of inspection? If not, it might be time to think about how you can better communicate to your customers how your company goes above and beyond.
Remember, an unnoticed deed is the same as a deed that doesn’t exist in the mind of your customer.