3 Secrets to Increasing Your Value

increase your unique valueAnd become what matters

How do you get to be the best kept secret in town? Not being able to articulate the real value you provide keeps you looking “vanilla” or worse: invisible!

This is a noisy world, with hundreds of things competing for our attention at any time. How do people know to choose you or what you offer?

The first thing is to stand up, stand out, and get noticed. Just being loud isn’t enough, though, you need to be conspicuous for the right reason.

You can spin it any way you like, but at the end of the day, it all comes down to being of value. When you are offering value, people sit up and take notice.

Our modern jargon sometimes uses “value” as a nice way of saying “cheap”. That is not what I am talking about here. Value really refers to having some kind of worth or usefulness; as holding some kind of benefit.

Here are 3 secrets to being more valuable:

1.  Find out what they need and want.

That seems simple enough, but can be a little tricky if you don’t take the time to ASK. Simply because you see that people need something doesn’t necessarily mean they see it as a need or that they want it.

For example, you have a garden service and see a sad front lawn as “needing” fertilizer. The homeowner, on the other hand, is well aware that fertilizer and water will do wonders for his lawn, but wants it re-seeded with a more drought resistant grass.

Asking is the only way you will really get to know how they see the problem. Once you know that, you can frame your solution to suit how people see and think about their situation.

2. Speak their language.

 Many business owners dig deep in their category. They talk with colleagues, they read trade periodicals, journals and blogs. They know and understand all the intricate and details around what they do. Their clients do not.

They have other things on their minds. What you offer serves one aspect of their complex and busy lives. Show you understand how it helps or serves them. Focus on what it does for them and how it helps their lives. 

Talk to your prospects and clients about how what you offer serves them, what it means for them and their lives or businesses. When you show you really understand what they need, they will know that you know your category.

3. Do something better than anyone else.

If you don’t believe that you are the best, why should your prospects or clients? And if you are no better than anyone else, why would they choose you? Stand up an claim your specialness.

What do you do faster, better or more simply than anyone else? Perhaps you offer something more integrated or comprehensive. You might even do things with more flair or creativity.

Humility may be a virtue, but it sure gets in the way of marketing! It may take some soul-searching to find the “stardom” in you, that little piece of genius in what you alone offer, and to articulate it in a way that resonates with the right people, but it is worth it!

We are all unique – there is something or some combination that makes you stand apart from everybody else. What is it?

Of course, if you are not sure what it is that makes you special, you can always start your journey of discovery by finding your Genie.

Go ahead – Find Your Genie HERE   (it won’t cost you anything).

Author: Sue Hines

  1. Finding out what your customers want is easier if your a big corporation with money to spend on market research. Not so easy for a small company. Sometimes you just need to ask your current customers how you are filling their needs and work from there.

    • Sue HinesSue Hines06-27-2014

      Jeannette, you are so right! The only way is to ask. that shouldn’t be a problem, though, if you are regularly talking to your clients. The key is to be asking the right question – otherwise one tends to get very functional benefits, and selling to those keeps you scrambling against the competition and selling on price.

  2. We did an interesting survey recently on branding ( I think I told you about it the other day). It was about getting the feelings and emotions from our clients regarding our business. Very enlightening in a positive way. Thanks Sue!

    • Sue HinesSue Hines06-27-2014

      Holly, you did exactly what I have my clients do – ask or feedback. I know you were thrilled with the feedback you received (and I’m not surprised – you guys run a great outfit). Now you just need to use that information to creatively build your brand.

  3. jacquiegumjacquiegum06-26-2014

    Seems like the most logical things escape lots of people! Like asking and language. I have always maintained that computers would have taken off sooner had the IT folks calling on CEO’s had spoken the same language:)

    • Sue HinesSue Hines06-27-2014

      You are too funny! It’s the “tip of the nose” thing, isn’t it? We cannot see something that’s on the end of our noses, but everyone else can!

  4. Susan CooperSusan Cooper06-25-2014

    I am a firm believer that in order to succeed these points are essential. How can you offer something unless you know what your customer wants. 🙂

    • Sue HinesSue Hines06-27-2014

      You got it, Susan. It does take some reading between the lines sometimes, though. People tend to use “ready language” and it can take a bit of probing to get to the real desire behind the need.

  5. Laurie S HurleyLaurie S Hurley06-24-2014

    Having self-confidence and not being shy about talking about one’s accomplishments is a winning combination. Of course you have to be talking to the right people at the right time and solving their dilemmas and problems, too. Being real, as much as I hate that term is one of the best ways to showcase your value.

    • Sue HinesSue Hines06-25-2014

      You are right on, Laurie! When you “own” your abilities and accomplishments and they are relevant and helpful to others, the combination is very powerful.

  6. These are great points. It comes down to figuring out who your audience is and what they need, then being of service to them. And, for number three, if you don’t articulate your value, who will? I don’t think saying you’re the best at something is bad, as long as you can back it up. Clients will know if you’re just bragging, or if you actually are the best at whatever it is you’re offering.

    • Sue HinesSue Hines06-25-2014

      Jennifer, it is not a bad thing at all. It is a necessary thing to stand out as superior to others in some facet or field. That is what gives them a reason to chose you. A real, legitimate and worthwhile difference that is meaningful and helpful to others is the key. If you don’t stake your claim to something special, you simply lookk like everyone else.

  7. Michele HarveyMichele Harvey06-24-2014

    This is a great post about how to tailor your offer to meet the wants and needs of prospective clients. It makes so much sense.

    • Sue HinesSue Hines06-25-2014

      Hi Michele, your travels and deep insights you gained from looking thoughtfully at life no doubt give you an edge over your competitors.

  8. Lisa VoncinoLisa Voncino06-24-2014

    Hi Sue – This is definitely food for thought. I’m curious as to how you find your target audience to begin with?

    • Sue HinesSue Hines06-25-2014

      Good question, Lisa. I believe in leveraging your strengths – and you seem to be strong in the arena of social awareness and consciousness. If you have a passion for something, you give your best, so things that are of compelling interest to you are a good place to start when you are identifying your ideal customers.

  9. LenieLenie06-24-2014

    I think for many people number three would be the most difficult. We are so often raised with ‘be modest, don’t brag’, that it feels uncomfortable to tell customers how we stand out from the rest but it is such an essential part of marketing, otherwise why would they choose what we have to offer.
    Good information.
    Lenie

    • Sue HinesSue Hines06-27-2014

      Lenie, this is such an interesting perspective. It has given me great insight into a future product. The modesty issue can put a severe cramper on things – and then the seller goes home and wonders why they didn’t make a sale. How can anyone choose you if you don’t give them a good reason to do so?

  10. Sue HinesSue Hines06-24-2014

    Good thought, Paul. It is definitely a way to accomplish that.

  11. Paul GrahamPaul Graham06-24-2014

    Hi Sue, I think you have identified 3 of the essentials. and doing the first two better than anyone else may reasonably be considered the third

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