Three Ways Your Company Values Can Improve Marketing and Sales

by | Nov 10, 2020 | EOS, Marketing

Smart companies that use EOS® incorporate values to guide strategy and people decisions. Values also provide a foundation for effective marketing and sales.

1. Allow Your Values To Refine Your Ideal Client Profile

There are 7.8 billion people on the planet. There are hundreds of millions of businesses. Not all of these people and companies are a great fit for your business.

You use your values to choose and evaluate employees. Why not use your values to define your Ideal Client Profile? Will you sell to companies that don’t align with every single one of your values. Practically speaking, the answer is yes. However, when you are deciding who to target, why not target companies that align with your values?

Ultimately your team will be happier serving clients that align with their values. Your clients will be happier as well, leading to long term relationships, less friction, and lower costs.

As we lead our clients through Revenue Growth Planning Workshops we help them define their Ideal Client Profile. Some of this profile is demographic such as company size, industry, or geography. Perhaps the most important part is psychographic. Part of that psychographic profile can include your company values.

2. Integrate Your Values Throughout Your Messaging

Read most corporate messaging and you’ll discover what I like to call business buzzword soup. Here’s an example of buzzword soup from a technology company: “We help companies maximize their efficiency while reducing expenses and strengthening cybersecurity.” Is this statement true? Sure. Does it resonate with clients and prospects? Nope. It’s corporate white noise.

What if you could restate your core message using the language and spirit of your values. For example, let’s say the above company’s values were trust and teamwork. They might say:

  • “Trust is the bedrock of business success. When your business is hacked by cybercriminals, you risk losing more than revenue from lost productivity or ransom payments, you risk losing the trust of your customers. That’s why we’re committed to protecting your greatest asset: the trust of your customers.”
  • “Teamwork does make the dream work. However, it’s hard to work as a team when you don’t have the tools to communicate. That’s why our clients enjoy the way we empower their teams with technology that empowers teamwork. Then, we back it up with the support of our team.”

The two examples above said exactly the same thing as the corporate buzzword soup. They just presented the message in the context of values.

3. Use Your Values to Refine Your Client Experience

The authors of The Experience Economy make the case that client experience is the most untapped source of value and competitive advantage. What’s it like to be your client? How could you change your client experience to more closely reflect your company values?

At Convergo, one of our core values is “fun”. We believe that as we are working to help our clients grow, the process of business should be enjoyable. This value informs our hiring decisions. It also permeates our team meetings. It also shapes our client experience.

As we continually improve the stages of our Ideal Client Experience, we are asking ourselves, “How could we make this more fun for us and for our clients?” Just asking this question is fun.

As we enhance our client experience, we are doing it in a way that aligns with our core values. In addition to fun, our other core values are learning and transparency. We continue to incorporate learning experiences into the stages of our client experience. Throughout our client experience, we look for ways to demonstrate transparency.

Your company values can define and improve your marketing and sales. As you weave your values into your Ideal Client Profile, message, and Ideal Client Experience, the values come to life for both your team and your clients.

Darrell Amy

Darrell is on a mission to help great companies grow revenue. He co-founded Convergo, where he serves as the Chief Innovation Officer, helping companies develop revenue growth strategies. Darrell is the host of the Revenue Growth Podcast and the co-host of the Selling From the Heart Podcast.

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