Demonstrating Value To Your Client

Dear Joan,

As the training manager for a computer software company I have a boss and internal and external clients to please. How can I demonstrate and get credit for the value I bring to them? A.V.

Dear A.V.,

Good question. Client satisfaction and value have two components. One is measurable value and the other is perceived value. Measurable value may be in time, money, people or any other quantifiable resource cost or savings. Even something like reduced errors has a quantifiable value.

Perceived value, on the other hand, may not be strictly measurable but is nevertheless, of perceived subjective value to the client. This could include such things as work that can now be done that was impossible before the use of the software and training. Better morale, fewer complaints about getting the work done by employees or ways in which the clients customers are now served more easily.

Below are eight steps I have used with clients both internally and externally for a high level of recognition and success. Give it a try.

1. Evaluate clients wants and needs. You can use a questionnaire or an in person interview with your prospective client. Ask questions about what is working well now and what is not. What specific problems or issues does the client hope to solve with your product or service? Manage your clients expectations by not kidding yourself or the client about what your product or service is or is not likely to fix and the cost.
   
   
2. Establish a current client baseline measure. What do you expect the client benefit to be from using your service? Ask the client to make actual measurements of current conditions in these areas so measurements can be made later which will prove or disprove the value. Be sure to measure the situations in which you are confident of winning and which are also valued by the client!
   
   
3. How would a perceived value be measured by the client? This is the place to get intangible but perceived customer values pinned down. If less paper handling could reduce errors and speed up turn around time, how does your client think it would affect customer satisfaction, advertising, sales, customer retention, employee morale etc.

   By doing this you creating more ways to demonstrate value to the client. Even if one area does not meet expectations you may exceed expectations in other areas of equal or greater importance to the client. Help the client to see or look for unexpected ways your product or service may have a positive effect.

4. Contract to Win! Always promise less than you think you can deliver. Build in space for unexpected delays or problems. Try to break a project into a series of small deliverables so that you can have a series of wins instead of risking a big win or possible big loss on the whole project.
   
   
5. Re-negotiate. Be prepared to re-negotiate if the specifications, time, scope, or cost of the project change. If the client is insisting on an unrealistic deadline or cost, say NO. When all is said and done the client will seldom take the blame for a project being over budget or late. Don't set yourself up to fail or be a scapegoat.
   
   
6. Follow-up for success. New things always require a learning curve which includes time and mistakes. Plan for it. Budget time and personnel to spend time with users to insure transfer of learning to the real life job situation. An ounce of personal attention on the job can prevent weeks of frustration and mistakes to be corrected later.
   
   
7. Measure results with the client. Based on the things measured before your product or service was implemented measure performance about 30 days after implementation. It takes about 30 days for people to integrate and get proficient with a new skill or process.

   Measure both tangible and perceived results with a broad audience of people affected by the change, such as employees, customers, vendors and your client. Each group will have a different perspective on the benefits or problems. Be sure to ask what if any unexpected benefits have emerged. Correct any real or perceived problems as quickly as possible.

8. Spread the news. Once you have both quantitative and perceived values defined and agreed upon with the client put it in writing. Make your client a Star. Ask if it would be O.K. to share his or her story of success with others? Invite your client to be on a panel or to be featured in an article or any other means at your disposal to spread the word of success across the organization or industry. This is a super win-win for everyone involved.