People buy things that seem like a good deal and avoid spending money when there doesn’t seem to be enough value to what’s on offer. When you effectively communicate how valuable your professional services are, people will be more willing to pay more money to access them. Every chance you have to interact with your clients is a chance to demonstrate the value of your brand. There are a few key places to do this most effectively throughout the sales cycle.
Before the Sale
Communicating value is really the heart and soul of all of your marketing efforts, so it should come as no surprise that several key places to showcase your value start to happen before the sale has occurred. Potential clients will be attracted by your knowledge and the variety of programs or services you offer. Customers will be more willing to sign up for a program when they know that you have the expertise and experience in your field.
Having a variety of programs shows potential customers that you understand how their needs may be different from someone else’s needs. When you allow customers to choose from a few different options, they are more involved in the buying process and feel that you have tailored your offerings to them.
Expertise, experience, and a tailored program are all aspects of a value-added program that makes customers more interested in signing up.
It is common for small businesses to quit thinking about the value they deliver after the sale has been completed. Of course you want to deliver the best service that you possibly can, but are you focusing on making sure every client feels like they’ve gotten their money’s worth?
Make sure clients get what they paid for, with something extra. Offering free helpful content is one way to deliver to customers more than you promised them, with the added bonus of boosting your perceived expertise.
Be responsive, especially on social media. Recent studies have suggested that people expect brands to respond to them on social media within four hours. We expect, as consumers, instant access to what we are looking for. Responsiveness is extremely valuable to customers and they will be ready to pay more money to get the things they want right now.
Following Up and Staying Relevant
After the sale, you have the chance to remind customers of how valuable their experience was and recommend additional sales. It is a beautiful thing when customers become repeat customers, but it doesn’t have to be a short-term process. Stay relevant to clients by understanding how their needs may have changed. A newsletter or blog is a great way to provide informative content helping them solve the new challenges they face.