#67: How To Communicate Value To Customers

It's not enough to deliver value, customers need to know the value they get. 

Otherwise, why would they renew?

If you work with a low number of customers in a high-touch model, you're likely communicating that value through EBRs. And while there are ways to scale this approach, these EBR meetings are not always achievable in other segments.

And there's something else...

Decision makers are busy! They can't always attend these EBRs with all their vendors.

So we need to be creative when communicating value.

The last 3 weeks of the CS MasterClass were designed to help you define, measure and deliver value to customers, so you can be in a strong position to communicate value. 

This week's newsletter and Episode 4 of the CS MasterClass are here to help you do just that.

What do customers care about?

Customers don't care about your internal metrics or meaningless usage data points.

Here's what they truly want to know:

• Is my strategy working?
• Am I moving the needle on the metrics that matter to my business?
• How am I doing against other companies like me?
• What can we do better? 

And you are in a unique position to answer these questions for them.

You deliver this use case to hundreds or thousands of other businesses. So the insights and thought-leadership you can provide are invaluable.

In episode 1 of the CS masterclass we talked about how you can define and measure customer outcomes, knowing what value customers expect from your solution is the baseline of being able to communicate value.

Who should you communicate value to?

If you spend all your time with a champion helping them with the day-to-day stuff in the product, they will be interested in the value that the product is creating.

But, are they the people who sign the check?

Probably not.

They likely have an executive sponsor, someone more senior than them who makes these kinds of decisions. Depending on the company size, they could even have a buying committee (ie. a few people who influence the final decision).

That is why multi-threading is so important (I wrote about this extensively here).

You need to show value and ROI to the decision-makers regularly.

When is the right time to communicate value?

My rule of thumb is to have at least two value-communication-focused engagements a year, preferably in the middle of a one-year contract, or ahead of budgeting season. 

You can see here in this customer journey where they live.

By this rule, every 6 months you'll do a deep-dive review of the results and make recommendations for how the customer can see ever more results with your solution.

No matter their segment.

Here's how you can make it work across your segmentation strategy:

• For the high-touch segments that can be an enterprise business review
• For a 1:many approach use an automated asset coupled with a video.
• And on PLG or tech touch that can be an email or in-app experienced.

To scale your EBRs, check out this past edition of the newsletter on how to automate your EBRs.

Ready to learn more and get started?

Lucky for you, I just released Episode 4 of the CS MasterClass where I walk you through how to make this a reality for your business.

I am joined by ⁠Jay Nathan, the CCO at ChurnKey.

In this conversation, Jay and I dive deep into why it's important to communicate value, creative ideas for how to do it not only in EBRs, and we also unpack a few burning questions relating to communicating value to customers.

But as I said at the start, we're not doing this from the goodness of our hearts.

The goal of communicating value is to gain further business from your customers.

That's why for the final episode of the CS MasterClass we will cover the topic of capturing further value from your customers. We'll talk about how to have growth conversations and how to create repeatable outcomes for your business.

Don't miss next week's episode of the CS MasterClass with a guest you won't want to miss.

See you next Friday!