I am up early this morning to catch a plane to meet with a group I am coaching. So, I want to write something short and to the point.

I have talked to you about the importance of “adding value.” I think even when I talk about it, I tend to think of it more from a legal perspective than a business perspective. I was reading a list of what businesses (our clients) want. I have edited it with my own thinking. Essentially our business clients want to:

  1. Increase revenue
  2. Decrease cost
  3. Improve productivity to accomplish either or both of the above
  4. Increase certainty
  5. Decrease risk

They want all these things to be done sooner rather than later.

When you are serving your clients and especially when you are cross-selling (I prefer cross-serving) you need to think about how you are helping clients achieve one or more of the goals above.

Have I missed anything from your clients’ perspective?