What kind of return on investment can you promise to your customers? If they buy your products and services, how is that going to impact their bottom line, increasing revenues and/or decreasing costs? And how fast can they realize that return?
If you have that kind of offer to the market, you might consider building your brand on exactly that value proposition.
A few years ago I worked with a client company, Ariba, that provides services worldwide to help companies manage their spending. In fact, when I worked with their APAC sales team, I learned that sometimes their proposed cost reduction is so high that customers doubt its veracity in their proposals! Ariba has since made some changes in how they express their value proposition, but it remains very focused on ROI.
Here’s their front page blurb: “Using the Ariba Network – anytime, anywhere – you can connect with your trading partners to buy smarter, sell faster, and manage your cash more efficiently and effectively than ever before. Companies around the world use the Ariba Network to make business commerce easier and more profitable. You can, too.”
More profitable. That’s all about Return on Investment.
If your services enable your customers to save much more money than they are paying you, or to earn new revenues significantly higher than what they are paying you, then you have an opportunity to build your brand on the ROI that you can produce. Or even guarantee.
What do you think? Have you taken this approach, or do you have examples of how it’s working? Love to have your comments!