What’s your specialty – SEO; social media marketing; copywriting; consulting, Web design, blogging? With hundreds of people out there doing the offering the same services, how do you compete for new business? How do you get prospects to use your services over someone else’s without having to play the price game?
You’re thinking it, so let me get this one out of the way right up front. ‘All things being equal, friends buy from friends…and even if they’re not equal, friends still prefer to buy from friends’. A true statement, but so what? You’re not going to be able to launch a thriving business on your limited list of current friends.
How do you price your offering?
Does that mean you’re relegated to having to offer the best deal, the lowest price, in order to build your business? Do people buy a Lexus, Starbucks coffee, a Cartier watch, Hartman luggage or Berkshire Hathaway stock because it’s the cheapest or on sale? No.
You can certainly choose to offer your services or your products at the lowest price. There are plenty of companies out there who devalue themselves and their company to the point where little thought is required for their customers to decide to buy them. If they can sell enough product they can actually turn a nice profit. However, if your business is based on a professional service (meaning ‘you’) you’re quickly going to run into a scalability problem.
Choose to create value
Real value starts with you. You must realize your own value – believe in it – proudly proclaim it. As your own confidence in yourself, your abilities and your product or service grows so will your client’s confidence and perceived value in you.
A share in Berkshire Hathaway stock currently sells for over $101,000 – clearly a value stock. And the value of the company all started with Warren Buffet. Mr. Buffet is more than just Berkshire’s CEO, he’s the face of the company and its biggest champion. Is there any question whether he believes in himself, or in the value of what he offers?
Look around at those who are highly successful in our industry: Gary Vaynerchuck, garyvaynerchuk.com; Chris Brogan, chrisbrogan.com; Scott Stratten, unmarketing.com; Mari Smith, whyfacebook.com; Darren Rowse, problogger.com; Carrie Wilkerson, barefoot-executive.com; I could go on and on. What sets them apart? Just that they know what they’re talking about? They certainly do, and they work hard at it – but their biggest advantage over their competition is that they highly value themselves and what they offer. They proclaim it boldly and proudly. And if they do it more than the next guy does then they win.
Craft your value message
Translate your belief in yourself and your product or service into your sales message, marketing pieces and every bit of correspondence you send out.
Your message will be customized to fit your specific business, but should sound something like this:
Mr. Client, we’re talking today because I’ve done my homework. You’re not looking for cheap, you’re looking for the best value. You want quality, results and a consistent level of service that you can count on. You won’t find a company that will serve you and your needs as professionally or as thoroughly as I will.
My commitment to you is proven results, targeted experience, personal service, and the bankable outcomes you expect. A year from now you’ll still be happy you chose to work with us.
You get the idea. Incorporate value and a strong belief in yourself into your offering – into every aspect of your business – and you’ll be able to eliminate ‘low price’ and ‘deal’ from the sales equation. Your value, your brand’s value and your sales will all grow.
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