Column: It's value that drives customer choices

Old habits. I found myself acting out a habit that I thought I had overcome. You know the one, when the petrol pump hits its $20 target, you get the nozzle and strain every last drop out of it. I was a little self-conscious of it until I looked around and saw three other people doing the same thing!
I'm sure that those seconds get me about a 1 minutes of extra mileage but it's worth the effort because of the satisfaction that I've got value for money.
Petrol is cheaper than milk, which doesn't sit well with me, but I don't give the same attention when dousing my cereal.
When I think about it, petrol is of more value to me than milk. There can be many reasons for this and for each of us what we see as value is unique. For me, it might be because there's a perceived shortage of oil, I might value mobility over nutrition or it may be that fuel is a personal and business cost. But I can tell you unequivocally that I value coffee more than petrol. Wanganui's cafes can breathe easy.
In business you need to understand the value you create and deliver that rapidly, reliably and repeatedly. Value drives customer choices and is a cornerstone of an ongoing relationship so your processes should be shaped to regularly deliver it. You should also ensure that your view of value is the same as your customers.
A local business which has grasped the value proposition is Anndion Lodge in Anzac Parade. Over Christmas some of my Auckland friends visited Wanganui, stayed there for a couple of nights and positively raved about their experience. In particular, it was the service that stood out and how the proprietors had managed to create a quiet haven for guests to relax. Next time they come to Wanganui guess where they are staying ...
I regularly run strategic planning workshops at Anndion Lodge, utilising its fantastic conference facilities. Staff's attention to detail and service is second to none (including those in bigger centres). Anndion Lodge is now my first choice if I need a conference room and I promote it to out-of-town clients as an accommodation venue - because I know that my recommendation is backed by fantastic service.
As a regional economy, we are living through challenging times. Our best response is to focus on delivering value effectively. This recession is unique and will likely be with us for a while longer. The response demanded by these times is also unique. However focusing on value is a constant and I would encourage you to focus on this for the competitive advantage that it brings.
If you would like help in developing your value proposition or assistance in making your business more effective, call Russell or Stephanie at Wanganui's Zenith Solutions on 3479997 or 021 244 2421.