In our last Tip, we discussed an important type of research that can support our efforts to deliver powerful Relationship Review Presentations - customer satisfaction research. In this Tip we want to review another type of research we need to conduct - value assessment research. The idea here is to conduct research meetings with people within our customer who know us well and interact closely with our solutions. In these meetings we can ask this basic question any number of ways, "How has our work together helped to drive value for your organization?"

A variation of this question can also yield great results, "What impact has our relationship had in _____________?" Prompt them by mentioning key areas of potential impact, such as:


Creating efficiencies
Increasing profitability
Strengthening competitive advantage
Expanding market share
Improving internal processes
Decreasing expenses
Enhancing customer service


In some meetings, you will receive quantified data and wonder why you never had it before. In others, you will gain anecdotal information that will help to bring your story to life in your presentations. Both are great assets. Another question that could take things to another level is, "What can we do to add more value to you and your organization?"

For you hunters who aren't dealing with current customers, there is value in these types of questions for you, too. You can ask questions about the kind of value their most effective suppliers help to create, giving you a benchmark to meet and exceed.

Combining key information from value assessment and customer satisfaction research meetings will help to set you up for your next opportunity. Consider this additional IMPAX Premise: The best time to ask a customer for a renewal and/or a new piece of business is when you are reflecting on the good work you've already done together.