Do you know how your customers generate profit? Moreover, do you know how your work contributes to their profit picture? The ability to be a profit center remains one of the most valuable qualities in business today. In fact, it’s become even more critical in our current environment. The landscape has shifted dramatically over the past two decades, with a major “script flip” in customer relationships. Today’s buyers aren’t looking for a buddy or personal connection – they’re seeking business partners who can demonstrably impact their bottom line.
The truth is that most salespeople still don’t understand how to create profit for their customers – or worse, they’re afraid to do it. Many remain stuck in the old “save them money” approach – which inevitably leads to slashing their prices. But that’s not necessarily the case, and taking the high road requires real work. That’s okay, because we’re not afraid of work – right? Read on.
To genuinely generate profit for your customers in today’s environment, you have to be willing to ask some tough questions. They’re tough for a couple of reasons:
First, these questions require a high degree of trust from your customers to get meaningful answers.
Second, the answers may reveal uncomfortable truths about your approach. You have to be willing to adapt if that’s the case.
Fundamentally, we need to understand several key things about your customers:
You have to understand how your customer generates profit. The obvious answer is “They sell their products.” But that’s no more true for them than it is for you. In today’s data-driven world, you need to develop a sophisticated understanding of what your customer considers good, profitable business. You should comprehend how they produce their product or service, their efficiency metrics, and their growth strategies. On the flip side, you must also identify how unnecessary costs infiltrate their production/marketing/sales systems. Yes, this is challenging territory. If you’re an “unnecessary cost,” you’d better figure out how to generate tangible ROI. When you truly understand how your customer generates profit, you position yourself as a BUSINESSPERSON rather than just another salesperson trying to make a quota.
You have to understand how your product or service fits into their overall profit picture. Now that you know how your customer makes money, you can strategically demonstrate your contribution to their financial success. What would be the cost of not using you or your products? What are the alternatives? More importantly, are they underutilizing your solution when you could help them maximize their investment? Don’t be afraid to get involved in these strategic conversations – this is where you transform from vendor to BUSINESS ASSET.
You have to understand how your contact is evaluated and rewarded. This is particularly important with today’s generational shift in buyer preferences. Younger decision-makers often care less about personal relationships and more about measurable results. When your contact achieves recognition based on something you’ve facilitated, you’ve generated “profit” for them. This is where most salespeople revert to the old “price cutter” model, but there’s a better path. Instead, ensure your solution delivers measurable value, contribute your expertise appropriately, and connect your contact with resources that showcase their business acumen within their organization.
After taking action, quantify the results in a detailed business review – this is how you prove your worth as a genuine profit center. Your customers speak in terms of KPI’s and metrics; you should, too. By the way, if you don’t measure and communicate the results of your work, your competitors absolutely will. Want to guess what light they’ll paint you in?
This shift from “relationship seller” to “business asset” isn’t something you’ll accomplish in a single call. It’s a fundamental approach to customer relationship building that requires continuous learning and adaptation. But here’s the reward: when you genuinely understand and impact how your customers generate profit, you’re no longer viewed as “just a salesperson.” You become an indispensable business resource that customers actively seek out.
