Today we’re going to talk about Valid Business Reasons and why it is important to be aware of them whenever you are dealing with a client or potential client.
So, Valid Business Reasons or “VBR’s” are mostly related to those two contexts, you can use VBR’s to get in contact with a client that you’re not currently working with and provide them with knowledge on the value you can be for them, but also they are essential for retaining your clients once you’ve got them. This time we are going to focus mainly on that last one.
There is a study I read some time ago, in a book that I reference quite a lot, in which the investigators talked to five thousand businesses and asked them a simple question: What is it that would make you want to continue to buy from a company or what is that would make you want to buy from a company in the first place?
We are going to talk about what these answers were so you can see the relevance of VBR’s and how they can help you work out your skills with clients. The first time I read this it was an absolute eye-opener for me, and I hope it does the same for you.
Having Valid Business Reasons for your clients means that you are providing them with something valid, that your solutions are worth listening to, and that you are not putting your own reasons before theirs.
For example, very recently, the national legislation around work and health safety changed. If there is any incident in a work site or a mine it is now the supervisors and directors who are going to be held liable for it. How is this related? Well, if you were to work with a safety company, this legislation change means that there is a big opportunity for you and those companies to engage in a mutually profitable relationship.
It’s a Valid Business Reason to provide such value as well as it is getting back in front of an existing client to strengthen the relationship you have so that you can retain that client and potentially re-engage them in a conversation about buying something that would make their business better.
So, if you are interested in learning more about VBR’s and how you can make use of them, I encourage you to listen to this week’s podcast.
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