A company starts with the motive to earn profits but becomes successful when it creates value. In an ideal scenario, a business creates value for customers, employees, suppliers, and investors. Creating value for each of these stakeholders produces great success. A business that creates value for just one stakeholder group and ignores the others will not succeed.
Value Creation Leads to Business Success
If the company’s primary goal is to create value, it will accomplish its other goals. Value creation leads the business to its optimal state by ensuring that everything driving value helps to build the business’ value. It allows the owner to focus on prioritized tasks and saves time.
Some business owners want more than mere profit, such as goodwill, brand recognition, etc. Creating an impact on society by creating value for them produces these benefits.
Starting Value Creation Now Saves Time
Through planning and strategy, value creation helps establish your company’s position among its competitors. The process begins with defining the owner’s business goals and personal goals. Once those goals are clear, the next step is to implement measures that identify the business’ weaknesses and strengthen or eliminate them. Clarity of definition helps employees stick to the priorities and tasks that create value for the business. This alignment of effort reduces wasted time and resources.
In the long run, focusing on what matters saves time by not having to fix old mistakes. The following steps will save time for your business.
Seek balance: In the early stages of business, the company’s owner balances customers’ demands with the company’s services and products. When the business grows, the number of customers also increases, which means more and more responsibilities. Suppose the business has an over-dependency on the owner (e.g., managerial decisions, financial decisions, etc.). In that case, the business may suffer consequences from a lack of trained employees who can take over crucial duties in the owner’s unexpected or sudden absence.
Attract new customers: Acquiring new customers while creating value involves your sales team, how they pitch new clients, and how they maintain existing customer relationships. Analyze your customer retention data to learn why your long-term customers have remained loyal.
Not every customer attracted to your products and services is a good match for them. Company growth and customer acquisition improve when you prequalify customers to match your products and services to the right customers.
Filter the customers you can count on: The customers you can count on will create goodwill for your business for years; the wrong customers can damage your company’s reputation. Culling dead leads saves your sales team time and effort.
Empower the sales team to relinquish dead leads and prioritize existing customers to create more value for them. Repeat clients create a long-term and profitable relationship with the business. Clients that create high value should be a high priority for any business.
Following are some questions to prequalify clients:
- Do our services solve the client’s problem?
- Have we solved problems like the clients before?
- Do our solutions pose challenges to the client?
- What strategies do competitors in the same field use?
Create the right sales team: In the fast-paced world of the internet, anyone and everyone can track your product, so instead of pushing your product, train your sales team to pitch solutions to problems. Find out what value your business can create for new clients and encourage the sales team to create long-term, genuine relationships with clients.
An effective sales team matches client needs with your company’s products and services. They need to present something which creates value for both the clients and the business, which means communicating values effectively to clients. Insightful, skilled people create better value for focused clients. Effective salespeople do not have to hustle for more customers; instead, they cultivate potential clients for the long term.
Value creation takes time. Strategic value creation and growth initiatives take time to implement and yield output, so focus on creating value for customers, employees, and stakeholders to ultimately increase the business’s value.
Value Creation Positions You for Your Exit
When the owner plans to exit the business, value creation should be the top priority. Properly executed, it increases the value of the business to exceed its current market value. Well-planned value creation takes 18 months to five years to achieve the expected value. If the owners have engaged in value creation from the beginning, it becomes easy to exit.
Creating value will secure your exit. Let’s see how …
Communication: Effective communication ensures the smooth flow of information between management, labor, and customers. This includes feedback or reviews from employees and customers. Better communication helps the business form strong relationships, which helps the business create value better, resulting in the owner’s successful exit.
Control your destiny: Value creation maintained through the exit strategy maintains the company’s track record, making it attractive to potential investors and buyers. An early focus on value creation enables the owner to justify a premium price for the company.
Sustainable value creation propels the business to its highest potential. It helps owners get their desired amount while exiting the business and aligns your management team with your exit plans and business goals.
It’s Never Too Early to Start
Value creation takes a bird’s eye view of your company and focuses on the strategies and actions needed to build your business to its best performance and profitability. Regardless of your tentative deadline to exit, value creation helps your business grow better and ensures the business is ready for your departure when you are.
Remember, value creation is not the process begun at the exit time. Still, the long-term process to grow your business and create value for all your business associates in preparation for your exit.