R: Respectful dialogue with all involved. There is no substitute for respect. However, there are ways to challenge respectfully. A meeting of the hearts implies respect. You need to be a drill instructor, but without the intimidation. Be conscious of your tone, have respect, and you'll always have a willing listener and friend. Don't forget to initiate discussions with staff at all levels about knowing and communicating their value. Involve everyone on your team who comes into contact with your clients. You'll be surprised what you learn when you enter a strategic dialogue with all members of your team. You will learn. In a business of few guarantees, I can promise you that.
E: Enjoy the ride and measure your success. Life is too short to not have fun. Do what you love. Stop worrying. Enjoy teaching and working with your team and staff members. Find your value and articulate it to your ideal clients. They are out there waiting to be helped. Make sure that fun, passion and enthusiasm are part of your culture.
Are You a Value Advocate?
The secret to success, however, is not to see competing on value as a quick fix, sales gimmick or empty slogan. Before you or any of your team members begin talking about value to clients, value must become as pervasive a standard of performance for all concerned as is quality. A savvy leader is certain the team is "value ready" before approaching clients on value terms.
Relating to clients in terms of value, however, requires strategic positioning and thinking. All team members should go through a "value audit." This is a serious, honest appraisal of whether they are prepared to begin articulating their value.
Make your culture come alive. A typical audit will further your strategic thinking. It might look something like this:
Have you been through an introspective discovery process that helps you find the true value you provide?
Have you internalized it strongly?
Are you developing and using value-based strategies to distinguish yourself?
Can you articulate your/your team's value to clients?
Do your staff members know the marketplace and their solutions inside and out? More important, do they know your clients inside and out?