In Jeffrey J. Fox's classic book "How to Become a Rainmaker," Fox emphasizes the need to "show them the money" for each deal for each prospective client.
Paula Williams of Aviation Business Consultants permitted us to reproduce here article here.
"To do this, you have to understand what the customer is actually buying.
What the customer really values
To use the example from the book, let's say you are in a paint store evaluating two brands of house paint. Brand A is $10 a gallon and Brand B is $18 a gallon. Brand A has the lowest price, but Brand B has more pigment, thereby requiring one less coat of paint than Brand A. Which paint is the better value?
If you want a gallon of paint, Brand A is the better value. If you want a painted house, Brand B is the better value, assuming you would use half as much paint – even before you calculate time spent painting!
A key activity of anyone in business is to figure out what the customer is really after, then offer him the best value for his dollar. This doesn't necessarily equate to the cheapest product or the lowest fare.
Most people don’t buy a product or service, they buy the means to meet their agenda.
Very smart people in aviation companies (some of whom also happen to be ABCI clients) have done the hard work of figuring out what their customers really value. It’s more than a difference of semantics –it’s a difference of mindset, and it seems that for the airlines, it’s gotten lost in the recent fray over price.
Examples of value propositions from the aviation field
- Aerographs’ clients don’t necessarily just want a fine art print of a vintage aircraft. These clients want to enhance their office with an elegant feeling and a touch of class and nostalgia. These aviation attorneys, tax specialists, real estate agents and insurance folks know that an appropriate piece of art makes a connection with clients and other visitors to the office."