What value does my company bring to my customers?

Perhaps one of the most important questions to answer about your business is, “What value does my company bring to my customers?” The foundation of your company’s presence and procedures are built on the answer to this question. 

Today we will walk you through how to answer this question for your business and how it should impact the way you run your company.

Why is this important?

Answering this critical question will tell you what type of text to use on your website and any social media posts or print marketing. It will tell you which facts about your business are important to your customers or what services and products they care about, and, therefore, where you should spend your money and effort. You can then build or re-assess your procedures based on your customers’ needs.

What need is my company fulfilling?

Let’s start with one fundamental business fact: Companies exist to fill a need for their customer. Gas stations exist because we need fuel for our cars. Grocery stores exist because we need food for our families. To answer what value you’re bringing to your customers, consider what need you are filling.

While the agricultural industry is considered essential, the annual and perennial plant production side may feel more like a luxury, and determining what need you fill may seem complicated. If you provide edible plants, you’re helping fill the need for food. If your plants are not edible, however, the market you’re serving is different. If you’re struggling to determine the need you’re filling, consider this:

Outdoor blooming plants help the environment by attracting pollinators, aiding in their natural cycle.

Houseplants contribute to air quality and mental health.

Trees and shrubbery contribute to air quality and provide a healthy environment for outdoor creatures.

Here’s an example: North Carolina Farms sells starter plants. We also offer growing information online, and our customer service lines are open Monday through Friday from 8-5. We do this because garden centers, schools, clubs, and other businesses need plants. Why do they need plants? For their sales. But if those sales are unsuccessful, the need for plants will decrease. So North Carolina Farms doesn’t just exist to provide plants. We exist to grow our customers’ plant sale businesses.

How is my company fulfilling this need?

Now that you know what need you’re filling, let’s look at how you’re filling it. In what ways does your company fulfill that need for your customer? Is it only by offering a specific product, or does your company accomplish this goal in other ways? 

We established that North Carolina Farms grows our customers’ businesses. But in what ways do we do that? We offer quality products at competitive pricing with free growing tips and grower coaching.

What does this mean for my company?

Answering “What value does my company bring to my customers?” sets the mission of your business. The mission then sets your policies, future business plans, and product offering on the same path. Focus on the need you’re fulfilling and how you can continue to improve on fulfilling that need. That is how your business will grow.

Answering this question will also tell you if you are wasting your efforts on any portion of your business. Let’s say your company offers complimentary fresh-baked cookies on Tuesdays. I won’t argue against a fresh-baked cookie any day, but is offering complimentary cookies contributing to the need you’re fulfilling? If the answer is yes, then good on you. If the answer is no, however, this may be an area of your business where you are wasting your efforts. It may not be worth the effort unless it’s bringing people into your store.

Bonus Question: Who is my company fulfilling this need for?

To further establish what value your company can bring to your customer, determining your target market can help you meet their needs more precisely. So look at your customer base or the product you offer and ask, “Who needs my product?” Is it parents with small kids? Is it new homeowners? Is it nonprofit organizations? This will help you more strategically market your company, and it will help you determine what other needs of theirs you can begin meeting to add to the value your company brings.