Did you know that consumers perform a calculation every time they look at your brand, your products, your services…whatever you’re currently offering? Their time, money and energy are valuable—so valuable that they only want to part with them if they know they’re getting more than they’re giving.
With that in mind, you can more easily understand why they compute in this manner when they’re making buying decisions:
“Will the value I receive outweigh the time, money and energy I spend getting it?”
I realise that’s not formatted like a standard computation…and consumers might not treat it as such. One thing is for sure, though: they are making educated decisions about getting more than they’re giving. They want to know that they’re making a sound investment, and spending their resources in a way that puts them in a better place than where they started.
So what is your brand offering to make this computation a no-brainer? What is it presenting to make the automatic answer to this question YES?
If you’re not sure that your ideal customers can see the overwhelming value in contracting with your brand, then you must add value. If they’re spending too much time and energy deciding if it’s ‘worth it,’ then you must add value.
How can you do that?
Here are a few suggestions:
- Add a free gift when people give you their contact details. Hopefully, you’re already adding massive value to the lives of everyone on your list (serving, rather than selling), ensuring that no one regrets signing up. However, what are you doing before they receive that very first communication to make them feel confident in giving up their information? A chapter from your full-length book, a downloadable eBook or helpful guide, a tool they can use to help solve a problem…or something you know your ideal customer will appreciate and associate with your brand can help to add value even before they collect what they’re expecting to receive. This can be just the type of thing that tilts the decision metre in your brand’s favour.
- Maybe your ideal customers would appreciate one-on-one coaching or some other type of support to accompany their purchase. Every purchase is a leap of faith, to some degree…and consumers are highly cognisant of that. Promising to be with them through this uncertain time will not only help to calm their fears, it will demonstrate that you have every confidence not only in your product, but in their ability to enact change with its help. This can be a highly valuable addition, and one that holds the power to change a NO to a YES.
- Connections are another valuable add-on. There are people out there who want to do business with you, simply because of the connections you have to offer. Networking is a huge piece of business success, and if you can show potential clients that you’re rubbing elbows with the connections they need, they will be more likely to say YES. Show this by establishing a social media group filled with networking opportunities, for example. You may also wish to offer an introduction or an invitation to a gathering you’re planning. Talk about valuable!
- Give them a platform on which they can market themselves. Value doesn’t always come in the form of money or goods. Value is often found in notoriety, inclusion and visibility. If you can offer your customers some sort of awareness they don’t already have, you’re adding value.
These are just a few ideas for adding the value that’s necessary for closing the deal. Remember to always put yourself in the shoes of your ideal customer, and ask yourself if what they’re getting obviously outweighs what they’re giving. If the answer is a resounding YES, you should see as much as a 30% increase in sales within the next few months. If the answer is MAYBE or NO, then it’s time to add value.