Offering value-added services in the B2B service sector is pretty much a given these days. Many companies talk about their USP (unique selling proposition) but to be honest, how unique are they really?
The thing is, technology has changed the rules on value add. It’s easier to offer value add these days. Last years value-added service offering may well be a generic offering this year. I’ve seen a rapid change in the web industry ever since we bought a web agency in 2003.
- In the early days, our sales pitch was all about how we built compliant and accessible websites. These days, that’s a given.
- Then, it was about SEO. Again, today, the ground rules are pretty much laid out.
- Then, value added was all about creating articles and white papers… we’re now deluged with information.
- Next usability. Most agency are banging that drum these days too.
- More and more, the sales message I use, is becoming common place – results driven measurable marketing.
Two thoughts:
- Just because people sell it, doesn’t mean they can deliver. This confuses customers who hear the same story but in a very different way, some paying over the odds for an inferior service. Perhaps case studies and testimonials need to get better?
- We all need to continually strive to improve our value added sales proposition based on the things that people want or need right now.
Business is about being quick to adapt to change. How quick are you?
