Value is About Customer Goals

Value is not just about what your product does; it's about how your product helps a customer achieve a specific goal. To articulate value effectively, you need to understand what your customers are trying to accomplish.

For example, a customer doesn't just want a "faster response time." They want to be able to "respond to their own customers while a customer is on the phone, rather than having to call them back." This, in turn, helps them to "decrease support response times and increase their customers' satisfaction."

By framing your value in the context of your customer's goals, you can make it much more compelling and relevant. You are no longer just selling a product; you are selling a solution to a problem.

To do this effectively, you need to have a deep understanding of your customers' needs, challenges, and motivations. This is why it's so important to Start with Your Best Customers and Look for Patterns in Your Best Customers.

Related Concepts:

• From Features to Benefits to Value
• Don't Assume Customers Will Figure it Out
• Cluster Value into Themes
• Value (and proof)