As a Miami CPA, I know that communicating the value of you and your company to both existing and prospective customers can often be the critical elements that help not only strengthen client relationships and win new business, but differentiate your company from the competition.

Customers are smarter and more sophisticated today, and they know that you’re not the only act in town.  The best way to sell your products and services is to know what it’s like to be a buyer. You must know what potential customers and hires are asking themselves to make that client connection.

Small Businesses tend to undervalue themselves as a rule…..

You need to articulate your value and get in front of the right people at the right time. Understand their needs and get close to them. You can’t assume that even long-term customers are aware of how valuable your products and services are. Implement CRM. If you do a lot of client work with family-run businesses, get close to the sons and daughters of the owners for the future.

I suggeste thinking of a “Value Ladder” comprising seven questions when affixing a value quotient to a company:

1. Who are you? Connect emotionally with a customer to ensure a lasting relationship.
2. What do you do? Define your unique value proposition.
3. Why do you do what you do? State your core business beliefs and let clients know what motivates you.
4. How do you do what you do? Walk a prospect through your company’s processes.
5. Who have you done it for? Regale prospects with stories and experiences of how you have helped customers.
6. What makes you different? Distinguish your firm from the competition.
7. Why should I do business with you? Communicate the real value the customer will receive.

You need to be serious about creating a culture of value and to get to a point where the customer says, This company really gets me. They understands it.

Gustavo A Viera CPA

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