Thursday, April 01, 2010


Just completed training for a company where most of their customers see them as 2’s rather than 10’s. Allow me to explain.

In the graphic, you’ll see two boxes…a [2] box and a [10] box on the outside. This is an illustration I drew today in a training for a company who often gets defaulted into a commodity. In other words, when it comes to “proprietary value” their customers see them as a [2] on the proverbial 1-10 scale.

In other words, what you really are is a 10–but your prospects and customers fail to see you there. You do “big box” work but they see you as a “small box” supplier. So what will you do about it?

One method is to educate your customer so they know “how to see you.” If they’ve become accustomed to you showing up when there’s a bid–or begging for business–or just answering calls, then it’s no wonder they see you as a [2].

As I told me client today, if you get the call when your customer is thinking about expansion or strategic planning or the highest level of value, then you are close to a 10.

But if you’re one of five bidders, then you have no relationship…and you’re likely a [2]–or lower.


Make a list of the things that you do that most customers fail to see. Don’t overlook the little things…like one of the account execs today schedules quarterly meetings with their clients to make sure the client is getting the most out of the equipment they buy. That’s huge. Do they know that? Do you send a report of your findings up to the C-suite?

What are the other things that you do for your 10 clients? Now, go to the 2’s and educate them a little. Tell them how others use you–how they get the most value out of you.

And remember, if you’re thought of as a 2, it’s your fault, not theirs.


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