Are Your Customers Really Seeing the Value of Your Values?
Why untapped customer opportunities could be worth millions to your business
The Hidden Value That Most Family Businesses Miss
Are you looking to add hundreds of thousands - or even millions - of pounds in extra revenue to your business?
Let me show you how by focusing this article on the Customer element of my unique Values to Profit Framework™.
One of the biggest untapped opportunities I see in family businesses is this: you’re living your values internally, but you’re not showing customers how those values translate into tangible commercial value for them.
For example:
If one of your values is Safety - that’s not just about protecting your employees. For your customers, it could mean protecting their reputation and brand when they put their products in your hands. The value of that kind of assurance can run into millions.
If one of your values is Innovation - it’s not just a buzzword. It’s a guarantee that you’ll keep finding more efficient, more effective ways of working that save your customers time and money.
The problem? Too many family businesses assume customers “just know” - when in reality, they don’t.
Case Study: Leveraging Values for Transformative Growth
Take one client I worked with in the logistics sector.
They were well-established, with deeply rooted values and strong culture. Internally, everything looked good. But externally, they faced intense price pressure - and customers who undervalued the unique quality of their service.
By working together, we explored how their values were (and weren’t) showing up for customers. We engaged their top customers directly, uncovering powerful insights about what those customers valued most.
The result? Renewed trust, stronger engagement - and a major new opportunity with one customer projected to reach over £1 million.
This breakthrough wouldn’t have been possible without turning their values into something customers could see, feel, and measure.
Where Family Businesses Go Wrong
Here are the mistakes I see most often:
They assume customers already understand the value of their values
They fail to tell the story in a way that matters commercially
They underplay values in proposals, tenders, and customer conversations
They don’t equip their teams with the skills and confidence to sell on value, not just price
The result? Businesses get dragged into competing on cost - even when their values and culture justify a premium.
Practical Questions for You
Ask yourself:
Do your customers know the real business value of your values?
Can your team confidently explain how your culture benefits your customers?
Are you proactively showcasing these strengths in tenders, pitches, and client conversations?
When was the last time you asked customers how they perceive your values - and what matters most to them?
Turning Values into Customer Growth
Through my Values to Profit Audit and Customer Value Workshops, I help family businesses:
Uncover how customers currently perceive your values and culture
Identify gaps where value is being left on the table
Equip your teams to sell on value, not just on price
Build stronger, longer-lasting customer relationships that fuel growth
The result? Customers who not only stay longer - but spend more.
Quick Action: The Customer Lens
Pick your top 5 customers. For each one, ask:
👉 “What value do our values deliver to them in practical, commercial terms?”
If you can’t answer clearly - or if your customers haven’t said it back to you recently - you’re leaving opportunity untapped.
Let’s Talk
If you want to stop competing on price and start competing on the unique value of your culture, let’s talk.
📅 Book your free 45-minute Values and Customer Growth Call
Together, we’ll uncover how your values can win you stronger, more profitable customer relationships.
Coming Next Time:
We’ll look at the power of Storytelling for providing real life examples of your values and culture in action.