The Chamber Link

Contributing writer -
Laura Lea

Laura has 35 years experience in corporate administrative positions and during that time has come to appreciate the time-proven back-to-basic approach to sales, service and marketing. She enjoys discovering and sharing ways for companies to use those fundamentals and, as a result, build stronger customer relations.

Value Added - Keeping It Personal


We deal with layers of technology in our lives every day – automated voice attendants, ATM’s, teleconferences, webinars – so it might slip our minds that, when it comes to business, it’s still about personal relationships. And the question we can ask is: How do I create a way for my company’s clients to enjoy their personal relationship with my company?

One possible answer is incorporating Value Added elements. Value Added elements are the things other than the basic product or service your company offers that can influence your customer to favor your company instead of a competitor, all other things being similar. They set your company apart, and can often influence your clients on more of a personal, emotional level than on a strict side-by-side comparison of the “widgets” that your company and your competitors offer. And it doesn’t need to cost your company any additional overhead expense.

A Value Added element can be as simple as saying “hello” to each customer as they come through the door. When I enter a store or restaurant and receive a warm welcome, as a customer I feel that I’m important to that company. I like that; it makes me feel good. I’ve received extra value from my experience compared to the company on the next block whose employees don’t seem to care whether I’m there or not. I’ll probably make a mental note to do business with this company again, even if the products they each offer, let’s say it’s spaghetti and meatballs, are identical.

Business owners who build a welcoming and attentive environment for their customers find that it can become an enduring foundation for a company’s longevity. I live near Bill’s Ace Hardware in Pleasant Hill, but it’s more than convenience that makes me and many other long-time customers return. With another location in Martinez and two locations in Concord, Bill’s Ace Hardware has been in business since 1948. Bill Wygal, the company’s third generation owner, points out that they’ve always been “the helpful place”, even before joining the Ace Hardware group in 1966. Wygal says, “My family is carrying on with that way of greeting our customers and meeting their needs.” He adds with emphasis, “We teach it and preach it: Every customer. Every time.” In marketing terms, this is an excellent example of successful use of Value Added elements, but it’s also as simple as saying a sincere “hello” to your customer.

When dealing with clients by email, your communication with them can also be handled in a way to add value to the customer’s experience. If you have an “info-at-xyzcompany” email address for customers and potential customers to contact (and if it’s not practical to replace that with the contact for a specific employee), send a reply as soon as possible by a real person, with their full contact information. Another way you can add value when communicating by email is to include an active link to your company’s website in the signature block. This makes it easy for your client to access further information about your company’s products and services.

It might be tempting to skip the addition of a formal signature block on your emails in an effort to make your messages seem more personal, but that can backfire by not providing your client with your contact information that they can access quickly. It’s o.k. to sign off with only your first name, but below that always include your formal signature block with your full name, company name, address, office and cell phone numbers, fax number, email address, and website. This solution will give your email messages both a professional and a personal touch.

In those instances when customers don’t typically have a need to meet with you or email your company, you can use other creative forms of communication to give your clients added value and set your company apart from the competition. Even snack vending machine operators, for example, can “communicate” with their customers by putting notes inside the glass pointing out new items being offered … that creates a personal relationship between you and your client.

Your company website is another venue where you can offer your customers added value. Katie Alin, owner and founder of Miglet’s Gluten-Free Cupcake Shop in Danville, does exactly that. In addition to showing beautiful photos of the cupcakes and other baked goodies her company makes, she goes beyond the standard website material by including a link to her company’s newsletter that is full of helpful information for her customers and potential customers. As an example, a recent newsletter lists restaurants in the area that serve gluten-free food. Alin says, “Our goal is to offer a growing selection of gluten-free and tasty baked goods, and we’re excited to be undergoing expansion to increase the size of our shop. But that’s not our only goal … we also want to continue to respond to our customers’ desire for information about gluten-free resources.”

Clients might have a need for the service or product that a company offers, but that’s not necessarily all they want from a company. Using Value Added elements to enhance the personal relationship between you and your customers can elevate your company above the competition.