True value, no not the hardware store,
but your true value is a business asset that should never be taken for granted.
Unfortunately, all too often we do not place enough true value on ourselves,
our time, our knowledge, or our company, and clients may take advantage of this
situation. While I do believe there are certain clients that will take
advantage of you at every turn, something about the way they do business, not everyone will take advantage of you intentionally. You may be equally at
fault for allowing someone to take advantage because not only do they not grasp
your true value, you don’t understand your true value either.
What do I mean by true value? Take for
example, in the world of professional services, that a client will hire you for
your knowledge, experience, and capability to execute in a manner for which they
lack the same skill set. Your true value is a multiple (or x factor) of the
following: your education and credentials, years of experience in dealing with
similar challenges, and possessing the knowledge on how to execute a solution
to the client’s problem. What happens then, after the client hires you, when
they want you to change the manner in which you work? They want you to adapt to
their environment rather than working within your own. They begin by asking and later demand that you “teach” them what you are doing and how you are doing it.
They do not place any value on your experience and capabilities, and if you
allow them to exude such behavior, then you too do not know your true value.
Sales people are pleasers. Sales people
want to please their clients by providing a product or service that meets their
needs. Sales people want to please their management by closing at or above
their set quota and want to bring good clients to the company. Sales people,
first and foremost, must always know their true value or what they bring to the
table. In doing so, they will be much better prepared to hold steady throughout
the sales process, thus not allowing the client to take advantage of them or
their company. Clients too, when dealing with a sales person that truly knows
their true value in the negotiating process, will treat the sales process with
a great level of respect, enthusiasm, and will appreciate how the deal gets
done.
Know who you are, what you stand for,
the knowledge you possess and that this knowledge is not free to others, and
you will gain a greater perspective on your own true value. Be confident but
not cocky. Be sincere and empathetic with your client. Trust that displaying
your true value will be appreciated and in return you will gain a great amount
of success.