I have always been a firm believer in the notion you should always sell on value and never on price. I was meeting with a prospect today who was in search of marketing help for his 18 month old business. He was saying all of the right things telling me his business was doing well but he wanted to be doing better.
One of the strategies for improving the business was to upgrade the quality of client he went after. He told me how he wanted to service the same number of clients per month but greatly increase his revenue per client thus making his a much more profitable business using the same number of hours in a week.I was all ears and eager to speak further with him as on the surface he was an ideal client with a good mind for business. Well it appeared that way until he dropped the bombshell. Even though he wanted top quality customers who understood value and did not shop on price; he wanted to only shop on price for the services he needed to improve his business. Put another way he wanted to buy from the lowest bidder. I politely thanked him for his time and explained I was probably not the best fit for him.
I am sharing this example with you as I have seen this all too common mistake so many times in business. I think Emerson put it best when he said “What you do speaks so loud that I cannot hear what you say”. One of the most important characteristics successful business people must have is that of sincerity and integrity. I would like to pose this question to you, how can you look a customer in the eye and tell him you honestly believe the best business decision is to buy on value and not price if you do not prove it with your own actions?
There are certain unbreakable laws in the Universe such as the Law of Attraction which states what you put out is what you get back. If you wish to have a large base of customers who are value driven and are willing to pay the price for good results you must first be that person yourself. Once you become the person you want to attract the customers you seek will seek you out and your calendar will be forever full.There are no short cuts to success; the Law of Attraction is always working either for you or against you. Play your cards right, act in harmony with your beliefs and good things will happen, this you can take to the bank. Remember, the universe sees all and everyone gets what they have earned.
Cheers,
Chuck