“John is one of our vendors.”
The thought of hearing that gives me shivers, and it makes me cringe. For anyone who has a product or service to share, the “V” word can sting. Being a vendor puts you in a pool with all the other vendors. The peddlers, the hawkers, and the dealers. You all look the same, and even worse, from the customer’s perspective the experience you deliver all feels the same.
The reality check is this: I don’t want to be a vendor, and neither do you.
As much as we want customers to avoid using the “V” word when they think about us, it’s our responsibility to help them see us in a new light. No one else can change the conversation – it’s on us. If your customer is referring to you as a vendor, it may be because you haven’t given them a good reason to see you as more than that. Merely delivering what they asked for and meeting their expectations isn’t enough. That’s what vendors do. Status quo is their measuring stick. If your customer thinks of you as a vendor, it’s on you to change that and give them a reason to see you as something more significant.
Let’s replace vendor with another “V” word. Value.
By consistently showing your customer the value that you add as a resource, you start to shed the vendor label. If you’ve read some of my past articles, the topics of customer service and not trying so hard to sell have come up. By being intentional about putting your customer first and giving freely without worrying so much about getting in return, you begin transforming the way they feel about you as a partner. The value you create and the way it can positively impact their experience is what builds strong relationships, and no one that you share a strong relationship with will continue to use the “V” word when they describe you.
The Takeaway
Helping your customers and clients drop the “V” word is YOUR responsibility. Work today to deliver more value, better experiences, and exceed expectations.