Is your client just another transaction?

I received a call the other day from a woman named Carolyn. "May I speak to the person who purchases your office supplies, please?"

"Well, Carolyn," I said, "that would be me. But to save you a little time here, I have to tell you that we already have a really good supplier."

"Oh," she said, feigning surprise, "you don't compare prices?"

"No, Carolyn. We compare value. And our current supplier provides plenty of that."

Not sure what to say, she thanked me for my time and hung up.

Price is important, of course, but as a consumer, what I really want is value.

How can you provide more value to your clients without chipping away at the profit margin? The key, says the best-selling author of The Fred Factor, Mark Sanborn, is to out-think--rather than out-spend--the competition. The best way to do that? Practice relational selling rather than transactional selling.

In transactional selling you concern yourself with getting, delivering and closing the order. But loyalty and referrals come from those who trust us and like us--those prospects and clients with whom we build relationships.

Building a relationship is about more than being friendly. It's about being genuinely interested in your clients.

According to research by Robert Tucker of The Innovation Resource, more than one-third of the perceived value of what you are selling is based not on the product or service you provide, but on your relationship with the client. Others say the importance of the relationship is more than 50 percent of the value.

Here are some ideas that will help you bring value to your proposition at little or no cost.

1. Get a reputation for honesty. I know, I know, we're all honest. I mean things such as not letting a client believe they can have it Tuesday when you know the chances of that happening are remote. Clients value honesty way more than missed deadlines.
2. Be a little more personal. You don't have to make every client feel like they are your new best friend, just bring your personality along with your price list when you visit.
3. Add a little flair to your presentations. From how you dress to the pen you use, stand out--improve your aesthetics.
4. Meet customer needs in advance. Get proactive. Anticipate. Follow up before they have to call. Get them to depend on you--and like it.
5. Work to improve the atmosphere around you. Be serious about your intent, but have fun doing it. Add enjoyment and enthusiasm--even humour--into your work.
6. Lower your client's frustration level. Cut waiting times, defects, mistakes. They'll thank you for it with repeat business.
7. Simplify your client's life. Ask yourself this question: what can I do to make it easy for the client to choose me?
8. Improve continually. Read, explore, listen. Get better at what you do. It'll show.
9. Surprise your clients. (Good surprises only!) Send them an article or marketing idea you've come across they might find useful. Send them a thank-you card, even a small gift. Put smiles on their faces!
10. Do your very best. Be thoughtful, gracious, professional and eager to help. Show them you love what you do. Work hard. Every day.