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So, what are your prospective clients (or customers) looking for, before they decide to buy from you?
The answer to that question remains the same for every business owner. And it holds true for every industry and in every economy. It’s simply this: They want a bargain. They want something from you, which is being sold for less than its value to them. Preferably, way less than its value.
- This includes the “money’s no object” crowd. Think about it, when the wealthy customer spends half a million dollars on a piece of jewellery, they want to feel like a million dollars. A million dollar feeling, for just half a million dollars. What a bargain.
- The same is true when the shopper on a restricted budget needs a new phone. They go for the best value in their price range. This may be a phone with some of the features, usually found on a more expensive model. What a bargain.
Whatever end of the market you serve, make your value clear. Explain what sets you apart from similarly-priced competitors. Shine a spotlight on what makes your product or service such an amazing proposition. And if there’s not much separating you from your competitors, pump more value into what you provide.
What do I mean by “pump more value”?
I’m not merely referring to ramping up your marketing message, so it sounds more compelling. I’m suggesting you do that… and go beyond that! I’m suggesting you actually increase the value of whatever you provide, so that it’s clearly better than your competitors, if it isn’t already. So that its value really stands out.
How?
Research what you’re competing against. Then look for one or more ways to rise above it. For example, see if you can; offer better guarantees, provide faster delivery times, render a higher level of customer service, adjust your trading hours so they’re a better match for your marketplace’s needs, make your product more environmentally friendly or offer better payment options. You get the idea.
Do this until there’s so much value attached to what you offer, that it’s the obvious choice. The best option. Well worth the money. An easy decision. A real bargain.
Given the current economy, placing a greater emphasis on value is critically important. People are thinking harder before they hire someone or buy something.
And when your prospects need more convincing, your marketing needs to be more convincing, too.
IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!