Just re-reading a great article from Jeffrey Gitomer in the local business journal. It resonated with me because we preach this to all of our clients when talking strategy for their marketing and sales efforts. Everyone needs to know their value propositions & differentiators because if you don’t then you are just another product or service that you will market as a “commodity”. A better question is do you know what your value proposition is?
Everybody has their set of products and/or services. Most have spent some time coming up with “differentiators” so they can tell why they are different. But true value combines what the client or prospect perceives to be in favor of them combined with what you perceive is in favor of them – hence the value proposition.
Are your Brand and marketing strategy reaching beyond the product or service itself to a relationship with your clients? Where are the areas where the most value you provide is perceived by your clients? Whether you consult Fortune 500 clients or sell shoes, you need to craft, create, and control the perception of value your product or service. Social media is exploding because it helps create this value and gives businesses more access to each customer relationship and therefore the ability add more value and integrate themselves with a client. In the case of services, your presence out in the web channels can add to building trust, in the case of shoes – how many people they can see are talking about them will add “perceived value” to your shoe or Brand of shoes.
Perceived value can also far outweigh the actual price paid. That value can actually help justify the price in a client’s mind. Everything you do needs to drive the prospect/customer to perceive value and the value you give provide to them. Price objections are typically more about them not perceiving enough value – it also you just need to change their perception and your content, messaging, and social media strategy can all help you change that perception.
Work on developing these propositions and you will see your revenue grow. Here are some helpful marketing toolsto help you craft your marketing and web strategies.