Smart business owners care less about low price and instead put their focus on giving value.
You can - and should - take this one step further by not only providing value once someone becomes a customer or client, but by providing value even before they become a customer.
There are several reasons for doing this, but the main one is that most people, when they come to make a purchase decision, are clueless about what they really need to take into account.
They also, in many cases, have no idea of the ramifications of making the wrong decision. You, on the other hand, as the expert in your particular product or service, know full well about what needs to be taken into account, and one of the best things you can do is tell prospective customers everything they need to consider.
This helps your prospect make the right decision, but it also sets you up as the expert - the go-to guy. It also sets you up as the helpful, trustworthy guy - the one a prospect is most likely to choose.
You can give helpful information in many ways, but one of the easiest is to have a website filled with stuff people should know before they make a purchase decision.
This is especially effective from your point of view when you give away downloadable information - such as free reports in PDF format or online videos - in return for an email address, because then you open up another marketing channel (email marketing).
Now, a lot of business-owners might think giving away free information only works for those who sell information, but this isn't true in the slightest.
If, say, you sell software you can give away trial versions of whatever it is you sell. You can offer free consultations (in person, by email or by phone), free instructional videos, free Q&A teleseminars, and so on. The list is endless and limited only by your imagination (which is great because you'll find most of your competitors have very little of that).
Every business has its own core of expertise, and by tapping into it, and giving your prospects the benefits of it, you put yourself at a serious advantage.
Not only will this bring you more business enquiries and sales, but it helps to build a relationship and can lead to a customer becoming a long-term customer, and that's the type of customer you really want.
In the end this is all about concentrating on value.
You can - and should - take this one step further by not only providing value once someone becomes a customer or client, but by providing value even before they become a customer.
There are several reasons for doing this, but the main one is that most people, when they come to make a purchase decision, are clueless about what they really need to take into account.
They also, in many cases, have no idea of the ramifications of making the wrong decision. You, on the other hand, as the expert in your particular product or service, know full well about what needs to be taken into account, and one of the best things you can do is tell prospective customers everything they need to consider.
This helps your prospect make the right decision, but it also sets you up as the expert - the go-to guy. It also sets you up as the helpful, trustworthy guy - the one a prospect is most likely to choose.
You can give helpful information in many ways, but one of the easiest is to have a website filled with stuff people should know before they make a purchase decision.
This is especially effective from your point of view when you give away downloadable information - such as free reports in PDF format or online videos - in return for an email address, because then you open up another marketing channel (email marketing).
Now, a lot of business-owners might think giving away free information only works for those who sell information, but this isn't true in the slightest.
If, say, you sell software you can give away trial versions of whatever it is you sell. You can offer free consultations (in person, by email or by phone), free instructional videos, free Q&A teleseminars, and so on. The list is endless and limited only by your imagination (which is great because you'll find most of your competitors have very little of that).
Every business has its own core of expertise, and by tapping into it, and giving your prospects the benefits of it, you put yourself at a serious advantage.
Not only will this bring you more business enquiries and sales, but it helps to build a relationship and can lead to a customer becoming a long-term customer, and that's the type of customer you really want.
In the end this is all about concentrating on value.
