Have you read The Go-Giver by Bob Burg and John David Mann? I highly recommend it for a new perspective on what really matters in a successful business. The book’s subtitle is “A Little Story About a Powerful Business Idea”.
The book describes five laws of success. The first one is “The Law of Value – Your true worth is determined by how much more you give in value than you take in payment.” (Burg p.129)
I heard it explained that someone buys from you only when they feel that the value is greater than the pricetag. This is true whether you are offering a product or a service.
Let’s imagine a client deciding which therapist to schedule the appointment with. The client evaluates the available therapists with whatever information he can find. If the investment is the same for each therapist, he makes a value judgment about which therapist is most likely to give him a treatment that is better than the other therapists. He needs to feel that he’s getting the most “value” for his money.
How do you present the value of your services so it’s higher than the price tag on it?
The first step is to make sure that you really understand the value of what you offer. Only when you are clear – and convinced – about the value can you communicate it to your prospects.
Remember the old phrase that you need to smile before you pick up the phone because the person at the other end can tell? In addition to smiling, you need to have a clear picture of your value before you pick up that phone. Your listener hears your confidence and understanding as well as your lack of it.
If you want more prospects to pick you, make sure that they can get a clear picture of the value of what you offer. And make sure that the value is greater than the investment.
Physics teaches us that every action gets an equal and opposite reaction. When we give lots of value (i.e. the action), then we get lots of value back (i.e. the equal and opposite reaction). It’s the universal way of the world.
Of course, value is about more than the cost. Value includes the softer side such as customer service, friendliness, attention to detail, credibility and many others that have no clear dollar value.
So, is your service valuable enough for someone to buy it?