photo credit: anders.rasmussen

If you don’t offer your clients a good, better, and best option you’re cheating your clients and yourself.  When I hear salespeople complain that nobody has the money to do business with them I know one thing for certain.  The salespeople who have that complaint aren’t demonstrating the value of their service to their prospects.

Those who do demonstrate value who do have the interest of the prospect who do have a prospect that wants to buy but doesn’t, has made one other fatal flaw.  About 30% of the people who buy from you or want to buy from you but don’t want the best option available, and you haven’t shown them that you have that option to offer them.  There’s an entire population of people out there who aren’t bargain shoppers shopping on price.  These folks are shopping for the greatest VALUE with the corresponding greatest SERVICE to provide that value.

You don’t want the price shoppers in your business.  Price shoppers complain far more than value shoppers.  Price shoppers have a low retention rate because they’ll leave you at the drop of a hat to save a buck.  And price shoppers are highly unlikely to buy more.  Plus you don’t want the referrals you get from price shoppers because they’ll refer more price shoppers.

You want value shoppers and you want lots of value shoppers.  You can’t get them though if you don’t have a better and best option.  They’ll mistakenly think you only provide the low value option, and they won’t tell you they don’t want your option because it’s too cheap for them.  They will tell you they don’t want it because it’s too expensive.  In their minds the cheap option is either too expensive for what you get, or of so little value that any investment is too much.

So no matter the service industry your in ask how you can ramp up your service options for your clients.  Don’t think of things that are expensive and difficult for you.  Rather think of the things that are easy for you, that don’t cost you a whole lot to provide; but that are very attractive to your clients.  These will typically be things that make their lives easier, that make them feel special or exclusive, or that increases the value of their original investment.

This entry was posted on Tuesday, March 4th, 2008 at 6:00 am and is filed under coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.