The final part of the Sales GROWTH Framework is where H is for Harness Your Value.
Why do you need to give unexpectedly great value every time you interact with a prospect, along their journey to becoming your customer? Because in order for a prospect to become a paying customer, they need to experience the full power of what you can do for them. They need to understand every benefit that your offering will bring to their business. They also need to fully trust you. You can’t sell a high quality, high price product or service to anyone unless they trust you. In order to develop that level of trust, you need to build up a strong relationship with each prospect. One of the best ways of doing this is by offering extra value at every stage of the journey they take to becoming your customer. Offering value at every stage builds the relationship and makes it far less likely for a hot prospect to go cold.
Here are some very important questions you need to ask yourself and your business:
- Who is your Ideal Customer? What problems and needs do they have? What specific value does your product or service bring them?
You need a really clear picture of your ideal customers – what do they do, where are they and what do they like? What are their desires and goals? What problems do they have that will stop them from reaching their dreams? How can your offering solve some of their challenges?
Spend some time creating a very clear picture or description of your ideal customer. You need to fully understand them so that you can promote the benefits of your products or services to them, based on how you can help them to overcome their challenges.
For our Pricing with Confidence workshop, we know that our ideal customers are people who are really good at what they do and want to grow a successful business. The one thing that stops them is having the confidence they need to charge what they are worth.
- How are you marketing your value, to make sure customers know, trust and like you and your business, and so that they think about you when they have a need?
People buy for two reasons – in order to solve a problem or to make themselves feel better. They will buy when they are clear that the benefits of the product or service outweigh the price.
Because Value = Benefits – Price, you need to make sure that you match the features of your offer to the benefits they bring to solving a customer’s problem or giving them the opportunity to feel good.
Too many businesses try to market their products or services by just talking about the features. What prospective customers what to hear about are the benefits of what they’re thinking about buying. Write a list of the features of your offering and then work on expressing each one as a real benefit. This will allow you to market the true value of what you do and help your prospects to trust you.
When we’re promoting our workshops, we share our Pricing Mindset ebook to prospects and give tips and advice to people we meet at networking meetings, so they can really see the value that we can add to their businesses.
- What is your sales process and how does it bring value at each stage, to new and existing customers?
Every business needs a written sales process, which shows how you can bring unexpected help and value to your customers, at every stage of the process. The images in this newsletter are the sales process that we developed for some of the participants on our recent Pricing with Confidence workshops. Selling is not just about moving a prospect along a sales process. It’s about engaging with them at every stage and offering them extra value, in order to build up a strong relationship with them. With that relationship comes trust and with that trust comes more sales. What extra value can you offer at all the stages of your sales process? What can you send to your prospects?
A simple way in which we add value during our sales process is by offering our free Pricing Mindset ebook. Click here to request your free copy!
When you have clear, well thought out answers to these questions, you can start to offer extra service and unexpectedly great value every time a customer or prospect interacts with you. Do this and you will be able to take each prospect on the journey to becoming a life-long customer of your business.
Do You Want to Double Your Prices Overnight?
Our next Pricing with Confidence workshop is on 20 September 2016 at the lovely Elcot Park Hotel, near Newbury in Berkshire.
Here’s what one of the participants from our recent workshop said about it:
“If you want to grow a really profitable business, then you need to attend one of Amanda’s ‘Pricing with Confidence’ workshops. My business had been ticking over nicely for some time, but pricing was something that I didn’t feel very confident about. I thought I’d go to the workshop to see if it would help. And wow, did it!? Through the very clever exercises that Amanda took us through, I learnt how to really focus on the value that I deliver to my clients. I came away with so much more confidence, determined to double the price of my top dollar service. The very next day I signed up a new client, quoting him the new, doubled fee and he agreed, without any objections! I was amazed. I’ve taken on more new clients since then, for the higher fee and that’s made a huge difference to the profitability of my business. Thank you Amanda!” Chantal Cornelius, Appletree Marketing
If you’d like to double your prices, book you place on our next workshop, on 20 September 2016. Click here to reserve your place.