Providing added value is a PR strategy that seems to have been frozen out of our vocabulary since the economic ice age took us all in its powerful grip. If you are struggling to differentiate yourself in a competitive market when all the factors suggest that price is the key purchase driver, it's time for a review of your own value.
What do you have, know or can connect with that could be valuable to your clients - or indeed their clients? What can you offer to clients at a relatively low expense to you, that could provide profitable relationships in return?
Have you thought about introducing your clients to each other? Your clients/suppliers must be good at what they do or you would not be working with them right? So why not take ten minutes to tell others about them and put them in touch? A quick email to key customers or suppliers recommending a service provider that you work with takes no doing and can reap rewards on all sides.
Let people know you are well connected and are willing to ask for help if others need it. A client of mine, Ellesmere Children;s Centre recently needed a commercial cleaner in Sheffield and asked if I knew one by chance. Two minutes after receiving the email I sent her details of three in her area that I could personally recommend.
Her reply simply said "My god, you are amazing" - that one email using my existing resource has reinforced my profitable relationships with an existing client and someone I have helped in the past.
Make the most of what you have got, what you are and what you can offer. Businesses and organisations that really proved added PR value are the ones that will retain clients and win more market share.
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