Many accountants and other service providers talk about providing “added value” to their clients.

A friend of mine, Marcus Cauchi (who is a seller who trains selling not a trainer who teaches sales) makes the point that:

“Added value” is only added value if the prospect acknowledges a real (or perceived) need for the particular aspect of the product/service.

This is a key point. Each client (and prospective client) will have differing needs and priorities.

Whilst some firms have a menu driven approach to services and fees, most adopt a standard approach. Thus their fee structure and approach involves all clients receiving the same “added value” service.

You may want to consider whether all clients and prospects perceive a need for and a benefit from these ‘value adds’ that you provide or promise. Some may cost you nothing. Some may really be intrinsic to your style and approach. And some may be expensive in terms of cash or time.  Are they really valued in the mind of those for whom they are intended?

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