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Own & Communicate Your Value

Written by: Lorraine Cohen

Article Overview: Learn how to market yourself in a way that potential prospects see your services and products as a value rather than an expense

Own & Communicate Your Value

One of the biggest challenges clients tell me about is how uncomfortable they are to talk about their fees with potential clients and customers. When asked the question, "How much do you charge or what's the cost?" they feel tightness in their stomach and throat as they answer. If they meet with any resistance like, " Wow, you're expensive or I can't afford that," they often respond by trying to defend their fees in the hopes of convincing folks that hiring them is worth it brings up even more discomfort if they want to make the sale.

I had one client tell me that when she gets resistance from potential clients, she points out how competitive her fees are in the marketplace and repeats what she does for her clients. If that fails to close the sale, she then offers a discount which frequently overrides any further resistance.

How does she feel afterwards? Happy she has a new client? Nope. She feels lousy.

Why? Deep down inside she knows she is allowing her clients to run her business.

She lacks believing and trusting her real value in the marketplace and having the courage to let someone walk away.

How about you?

• Do you understand the real value you provide to your customers and clients? In other words, the benefits your clients receive from doing business with you that is of value to THEM? Don't know? Ask them. They'll tell you why they continue to work with you.

• Do you have confidence in your skills and experience? Do you recognize your unique strengths, talents, and gifts?

• Do you own your expertise as a value as well as a skill? Really claim it? I have a client who feels very confident when she is able to answer questions from her knowledge of her business and yet, she fails to equate her expertise as a value worth full compensation.

Promote yourself as an investment rather than as an expense. Successful people know you must spend money to make money. If you fail to close a sale with an ideal client who needs what you have to offer, you missed articulating your real value to them. When you provide compelling benefits to potential clients, closing the sale is a snap. Add rave reviews from satisfied customers and clients to any referral and adding new clients becomes effortless.

A friend of mine said, you know when you have assigned the right value on what you have to offer when you can quote the amount without stumbling or laughing.

Even if you have made a compelling reason for someone to say yes and they still walk away. Be ok with that and let them go with your best wishes for their success. Working together might not have been the right fit at this time.

When you know your value, the benefits you provide and are marketing yourself so that you're not the world's best kept secret, clients will find you. No kidding.

You just found me, right? :D

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  "We Can't Communicate"
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  All Business Communications are Not Equal
  Effective Communication in the Workplace

Article Tags: challenges, confidence, courage, doing business, marketplace, money, resistance, stomach, talents



Related Forum Posts
Can you tell me about 80/20 Sales Rule? - I’ve a situation like this. I get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%? Communicate at least 4 times a year? Special offers/vip sales? Unexpected free gifts? And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list? Maybe I should work to move some of the 80% to the 20% so I can afford the loss?
The 80/20 Rule - If the rule says I should get 80% of my business from 20% of my customers, shouldn't I work harder on the 20%? Communicate at least 4 times a year? Special offers/vip sales? Unexpected free gifts? And if the other rule says I'm going to lose 20% of my customers every year (hopefully through no fault of my own), won't some of them my from my treasured 20% list? Maybe I should work to move some of the 80% to the 20% so I can afford the loss?


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