There is one undeniable truth about value that we all have to admit.
“YOU CAN’T GIVE VALUE WHEN YOU HAVE NO VALUE.”
Let that sink in for a minute. You can’t give value when you have no value.
It’s like trying to fill up a glass with an empty carafe. Value works the same way.
You have to be a person who is full of so much value that it just overflows out of you unintentionally.
To do that, you have to come up with better ways to add value.
If you aren’t sure how to create better value when you feel you’re falling short, here are a few ideas:
- Use behavior to customize the experience — You have to know your customer base to customize their experience. You should be aware if you need to mobilize your website because all of your clients are on the go. You should know if your clients prefer a text over a phone call. Find out and then do that thing that sets you apart.
- Provide a discount — If you want to get people to do something they don’t normally do, try offering them incentives. You may want to provide a discount for clients ordering in bulk or using cash instead of a card. If you want your customers to prepay for 3 months of services in advance, you can give them a discount for that too. In the long run, a small discount will give you repeat customers and a loyal base.
- Deliver. Deliver. Deliver. Deliver. Deliver… — I’ve said it before and I’ll say it again. If you can get your product to your customer’s doorstep, do that! And if you can do it in a ridiculously short time span, that’s even better. People are getting in the habit of clicking and having someone knock at their door in five minutes. Look at Uber Eats. You don’t even have to leave your house to get your favorite fast food now. Regardless of how you feel about fast food, the idea is pure genius.
- Simplify the process — Nobody wants to answer a thousand questions before checking out. Most of the time they don’t even want to put their credit card number in again. If you have a customer that orders the same thing every month, try something like saving using their email address to pull up their credit card info and last order to auto deliver it to them. No hassle.
- Constantly improve what’s working best for you — They say “If it ain’t broke, don’t fix it.” But if it’s already working great, why not make it better? Find ways that make people want to use your service or product. If you have a restaurant in the middle of a busy shopping area and you always have a wait on the weekend, why not let people streamline their reservations online? Or use their phone number to send them a text alert when their table is ready? You won’t have a bunch of hungry customers waiting around if they know they won’t lose their place in line to go window shop for a while.
- Hire new perspectives — If you surround yourself with the same “type” of person, you will continuously get the same result. It’s a lot like dating. If you want something different, you have to try something different. Try hiring people who don’t come from the same background as you. Hire people with different life experiences. Hire people from different industries. Hire people with an array of education. And it wouldn’t hurt to hire people who love what they do.
- Focus ridiculously on your niche — You don’t need to be all things to all people. The more specialized you become, the more valuable you become because you have an all-consuming skill set. Of course, it’s great to know a little about a lot of things, but it’s valuable to know a lot about one specific topic. Don’t sell your customer’s short by trying to sell them a little of everything.
- Help people improve their personal lives — Yes, you are in business to make money. But if you can genuinely improve people’s lives while doing business, you become quite an asset. Does your product or service help people find themselves? Does it feed their soul? Does it make them a better person? Does it make them FEEL like a better person? You should be able to answer yes to at least one of those questions.
- Obsessively deliver surprise and delight — It is your job to intentionally infuse surprise and delight into every interaction. Give them what they order and then give them a little more. That is how you get repeat business. You’ve probably heard me mention my ‘Box of Awesome’ a time or two. That’s my personal idea of surprise and delight — a box, delivered to your door, with some awesome EDGY loot. Find your own way to add that “Wow!” factor to all you do, whether it’s a handmade card, a thoughtful gift or a personal phone call. Just do something more.
- Do more at a lower price point — If you can find a way to give more while costing less than your competition, do that. People are willing to pay more for an item they want and an item they believe in, if you can charge them less for what they are looking for while implementing the above ideas, you will gain yourself a customer for life.
By the way, when thinking about value and how to offer it, it doesn’t matter if you come up with the best idea in the world if your delivery is bad.
“BAD BUSINESS EXECUTION NEGATES EVERYTHING CREATIVE AND GOOD YOU COULD POSSIBLY COME UP WITH.”
It’s on you to deliver amazing amounts of value. So always be asking yourself — how do you think you’re doing? Are you customer friendly? Are you knowledgeable? Are you reasonable? Are you timely?
Do your customers feel like working with you is a steal? That’s how you measure success. And it happens when you are valuable.
When you deliver better value.