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So many of my clients have told me that they have an idea for a product or service but stop short of bringing it to market because they are not comfortable selling or promoting it. When it comes time to communicate the value of their idea to the client or customer, they get scared, freeze, and quit.
They know their offer has merit, but they are not comfortable communicating its value to others.
Breaking their pitch down into smaller parts is helpful to them in overcoming their fear of rejection. Here’s how I counsel them to communicate value.
Communicating the value of your product or service to customers is crucial for any business You need to show potential customers why they should choose you over the competition. This article will provide actionable tips on how to demonstrate and communicate the value you provide in a compelling way
Highlight the Benefits of Your Offering
One of the most important things you can do is highlight the key benefits your product or service provides. How does it help customers and make their lives easier? Focus on the top 2-3 main benefits that really stand out.
For example, if you run a software company, you may emphasize how your tool increases productivity, saves time, and is easy to use. Or if you own a cleaning service, highlight how you thoroughly clean homes, use eco-friendly products, and offer flexible scheduling.
Clearly spell out how customers will benefit. Don’t make them guess or figure it out on their own. Show them the value upfront.
Compare Your Offering to Competitors or Alternatives
An effective way to demonstrate value is by comparing your product to competitors or alternative options. Point out where you excel and provide more value than other choices they may be considering.
You can create a table showing how your key features and benefits stack up against Brand X and Brand Y. Or write up a few paragraphs explaining why your service is superior to doing it themselves. This convinces customers they’ll get more value from you.
Use Facts, Figures, and Proof Sources
Back up your claims of value with concrete facts, figures, statistics, and credible sources. This adds legitimacy and proof to your arguments.
For example, if you claim your software reduces work by 50%, cite a statistic about average time savings. Or if you say your product is the most affordable, show a price comparison chart versus alternatives.
Quotes, testimonials, expert opinions, research studies, and awards/certifications are other great sources of proof to demonstrate value.
Tell Customer Success Stories
Social proof in the form of customer success stories are powerful ways to communicate value. Pick 2-3 case studies of customers who got tangible benefits from using your product/service.
Make them detailed and specific. Quantify savings, increases in productivity/revenue, or other measurable outcomes. Describe how the customer felt happier or less stressed. Adding quotes helps make the stories more convincing and relatable.
Personalize Your Message
Aim to demonstrate value in a personalized way for different customer segments. Show how you deliver specific value to each target audience based on their needs and priorities.
For corporate IT clients, emphasize efficiency, data security, and system integration. For busy parents, highlight convenience, flexibility, and family discounts. Adapt messaging accordingly.
Focus on Return on Investment
At the end of the day, customers want to know they’ll get a return on their investment. Demonstrate the monetary value and ROI your offer delivers.
Calculate savings over time, increases in revenue/profits, or reduced costs compared to alternatives. Frame the financial upside in a compelling way. ROI communicators you’re worth the price.
Establish Your Credibility and Trustworthiness
Customers won’t believe your claims of value if they don’t find you credible. Establish trust by showcasing your experience, expertise, clientele, testimonials, and any awards or media features.
Highlighting years in business, professional certifications, customer satisfaction scores, and a solid refund policy also helps build credibility. This convinces customers you deliver on promises.
Get Specific About the Value You Provide
Don’t just make vague, general claims about providing value. Get very specific about the tangible value customers get from your product or service. Quantify it with numbers whenever possible.
Saying “we offer valuable consulting” is weak. Saying “our consulting increases profits 15-20% on average” is more compelling. The latter demonstrates clear, measurable value.
Show How You Solve Customer Problems
At the heart of demonstrating value is showing how you solve important problems for customers. Really understand their biggest pain points and needs.
Clearly explain how your offering uniquely addresses those problems. Connect the dots for customers on how you are the solution they’ve been looking for.
Use Simple, Clear Language
Avoid overly complex marketing lingo. Communicate the value you offer in simple, straight-forward language the average customer will understand.
Steer clear of excessive adjectives and hyperbole. Be clear and concise. Let the value speak for itself without excessive promotional hype diluting your message.
Provide Value In Your Content
Your website content, blogs, videos, and other marketing materials should focus on providing value to prospective buyers. Answer key questions, offer tips/advice, provide step-by-step guides, etc.
This value-added content demonstrates your expertise and establishes trust. It shows customers you genuinely want to be helpful, not just push sales pitches.
Communicate Value On Your Pricing Page
Many business owners neglect the pricing page on their website. But this is a golden opportunity to reinforce the value customers get in return for the prices you charge.
For each product/service, include a brief bullet list highlighting the key benefits customers receive for their money. This builds perceived value.
Educate Your Sales Team
Your sales reps will be on the front lines communicating value to prospects. Thoroughly train them on how to convey your product benefits, justify the price, and answer any objections.
Make sure the entire team can articulate your competitive advantages. Equip them with materials and success stories to demonstrate ROI and value during the sales process.
Summarize Value In Your Calls to Action
When asking customers to make a purchase, summarize the main value points again in your calls to action. This could be on a landing page, email, ad, etc.
For example, “Get started today and receive 50% off your first month as well as increased productivity and time savings.” This reminds them of the value proposition as they reach the decision point.
Adjust Your Message Over Time
Keep testing different value messaging with customers to see what resonates. Certain benefits or proofs of value may hit home more than others.
Regularly survey customers on what they find most beneficial. Update your messaging over time to reflect what demonstrates the most value in their eyes.
Demonstrating True Value Leads to Sales
At the end of the day, clearly conveying your true value proposition to customers is what will earn their business and loyalty. Rather than overly focusing on sales pitches and promotions, let the inherent value of your offering speak for itself. Use these tips to showcase the concrete difference you make through compelling words, proof sources, and customer stories. When you nail communicating the value you provide, the sales will follow.
“Value” is More Than Price
The price you charge for a product or service is just one component of the value you offer the customer. Said differently, the customer is weighing more than just the price in making a purchasing decision, so it’s important to not place too much emphasis on the price you charge for your product or service.
In evaluating your offer, the client is considering the following value components:
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If the product breaks, will you be available to fix it? Will their interactions with you or your team be supportive and helpful?
How accessible can the customer expect you to be? Is your response time as good or better than the competition’s response time?
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Will your product or service suit your customer’s needs over the long haul? Can they expect consistent product development from you, or will this be a one-time-only transaction? The customer wants to save time by not having to do research on everything they buy each time they make a purchasing decision, so if you can do so truthfully, communicate how you will continue to meet their needs over time.
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Customers buy from people they know, like, and trust. Trust is developed over time by consistently demonstrating your expertise and authority in an area through value generation and positive service experiences.
Will your product reliably perform as promised? Will your service meet the customer’s standards for quality?
How much risk is the client taking by doing business with you? If you can lower their risk by offering a money-back guarantee for a certain time period after purchase, the customer will be more apt to give your product or service a try.
Is the price you charge for your product or service fair and in line with the marketplace? Given all of the value you are offering, is the price reasonable?
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How Do You Communicate Value?
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“Communicating value” means communicating, in credible monetary terms, the differentiating benefits of your product or service. What makes your offering a better value than the competition’s offering? Your ability to communicate your value is the deciding factor in why customers choose you over your competition.
After you have captured the attention of your target customer, you must be ready to communicate your “unique value proposition” (or “value prop”). Your value proposition is a short, memorable statement that quickly communicates why customers should buy from you instead of the competition. To be effective, your value prop must highlight the benefit that most resonates with the customer; to be unique, the benefit must be one that your competitors aren’t advertising.
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How do you communicate value in a way that resonates with the customer and sets you apart from the competition?
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Powerful strategies for communicating your value
How do you communicate value?
The better you can understand how information reaches your stakeholders, the more effective your efforts to communicate value will be. Shareholders attribute greater value to individual meetings and investor presentations rather than what they read about in the media.
How do you communicate value to your customers?
Communicating the value of your product also includes handling dissatisfied customers. It is vital you genuinely listen to dissatisfied customers before they damage your reputation and business. Ana Raman outlines 6 steps to guide you in communicating value to your stakeholders: 1. Identify what value means to your each of your stakeholders
What is value communication?
Value communication is when a business shows customers the positive or helpful aspects of its products. To help persuade potential leads into becoming customers, businesses create value propositions through advertisements and marketing plans. These advertisements often explain what kind of values a product or service can bring to a customer.
How do you communicate the value of your product?
But the way you communicate the value of your product opens the door, paves the way and wraps the bow around creating a powerful brand. Communicating the value of your product also includes handling dissatisfied customers. It is vital you genuinely listen to dissatisfied customers before they damage your reputation and business.
