5 easy steps to increase sales through client reviews


The consistent delivery of value to clients underpins the success of any business, yet many sales people do not review the value they have delivered with their clients.

When working with sales teams, we always ask this question: "If I spoke with some of your good customers and I asked them to describe the value you have delivered to them, what would they say?".

High performing sales people will then describe in detail the financial, functional and emotional value they have delivered, including how this is measured by the client.

Others will describe the generic benefits that have been delivered, but they are not answering the question as they actually don't really know the value they have delivered because they haven't asked the client.

For example: "We deliver great customer service." Our view is that's better than delivering bad customer service, but what value does "great customer service" actually deliver to the client?

Could it be..... 

  • They made more money?

  • They saved time, and that time was spent to generate more revenue?

  • They improved their sales win rates?

  • They improved their NPS score?

  • They increased their customer retention?

  • They increased their average transaction value?

  • They improved their margins?

If you know the answers to some of these questions it goes a long way in understanding the real value you are delivering to your clients.

By the way this then leads to robust CVP's (customer value propositions) with real proof.

The 5 steps to conduct a value delivered review:

  1. Set up the meeting with the right people you need to have in the room, send them an agenda so they can prepare

  2. Commence the meeting by discussing and confirming the reason why they approved your proposal, this should include:
    - Their key objectives
    - Their position at the time
    - Their stated desired position
    - What was the problem that they were trying to solve?

  3. Discuss the project by phase
    - What were some of the challenges faced?
    - Were the objectives for each phase achieved?
    - How did this impact on their business (the leading and lagging indicators)?
    - What could we have done better?

  4. What results were achieved as a direct result of implementing your solution?
    - What were the clients key measures?
    - What results were achieved against each of the key measures?

  5. What impact did the program have on the business overall?
    - Uncover other benefits and how these were measured

One last thing; many sales people shy away from doing this because they are not sure what to do if the value hasn't been delivered. If this is the case it's critical that you know because if you don't, the client is at risk and if you do, you can work with the client to address any issues to turn it around.

The good news is that many sales people don't conduct client reviews - so if you do, you're ahead of the game.

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