Guest: Gary Stockman

We had a great discussion last episode with Gary Stockman about balancing the push and pull of driving new business and maintaining profitability. Today, I want to dive deeper into one particular aspect of our conversation that shouldn't be overlooked - the value proposition that a company offers to its customers.
As Gary mentioned, it's crucial to understand what matters to your customers and what attracted them to your company in the first place. If you're feeling pressure on prices from customers because of the economic environment, it may be time to go back and understand if your value proposition is still unique and if it solves their pain points in a way only you can solve. To do this, I recommend talking to four or five of your top customers and having a CEO-to-CEO level discussion about their pain points and the current environment. You can also talk to your sales team and even have an outside firm conduct one-on-one conversations with your core customers to gain insights about how their needs and wants may have changed.
Maintaining a strong value proposition is anti-commoditization and can help you maintain price premium and profitability even in uncertain times.
Next week, we will be speaking with Deborah Overdeput, a fractional chief marketing officer for Chief Outsiders, who will share her expertise on sales enablement and the importance of the alignment of sales and marketing. Subscribe to our podcast and join us next week for another insightful episode of Success Beneath the Surface.
The full episode is here.