Defining yourself and your company amongst competitors is something we all do everyday. Selling your services and products to your customer in the most honest and upfront way, like a thoughtful value ad, is something that will help distinguish your firm when it comes time to make a decision. Take for instance the sales call that walks into your office, unannounced and not scheduled, “My name is ABC and I sell XYZ.” You are immediately turned off by their approach and you can’t remember their name or the
company they represent. However, now take the Sales Call that walks into your office, unannounced and not scheduled, with a $5 gift card to Starbucks (my biased choice), “ Hello, my name is ABC and I represent XYZ. I just wanted to drop off information, a coffee, and set up a time to meet and get to know each other .” I bet you remember their name.
Value ad over sales pitch is crucial in today’s marketplace to keep your name distinguished, keep your customers feeling valued, and maintaining a mutually beneficial relationship. This will benefit company growth and increase your influence. Separating from the rest of the pack allows customers to clearly identify you or your firm in the marketplace. This leadership position allows you to build trust with customers. They will come to recognize you as an agency that understands their problems, their needs & wants, and are able to alleviate their pain points.
This will allow your firm to offer customers services they need, and will benefit from, instead of “added’’ expenses. When compared to others, customers will re-evaluate what they are paying for vs. what they need. Offering yourself not only as a sales person, but someone who cares for them, who will educate them, deliver the product, train them if necessary, and follow up creates more of a value ad than an online purchase or sales pitch alone.
The sales pitch has its place; it’s awesome that it highlights the positive and the deliverables of your company. It highlights all of the items or services that you can sell and typically have monetary or intrinsic value. However, a sales pitch without delivery is just a cold call and will lead to poor reviews and lack of growth within your organization. It’s important to never over sell and under deliver, ALWAYS under sell and over deliver.
Value ad is essentially doing what we have promised the customer from the beginning, but without them asking. Delivering your product or service before or ahead of deadlines. Follow up phone calls to ensure your clients have received their products/services and are satisfied with the end result. Value ad does not have to be in the form of discounts, extra material/service, or loss of profits.
A value ad can be tangible or intangible, but creates a feeling for your customer that you went above and beyond for them. Grouping services/products into a bundle when selling does offer a higher value ad and makes the customer feel a more unique package has been offered to them. Reducing fees associated with a transaction or offering the value of expedited shipping or delivery can add bonus value too. Potentially taking a little off the top line, but easily made up by gaining a customer for the long term.
Creating value means the customer has built a relationship with not only you, but your product or service. You want to create value on two fronts, your product or service and yourself. Your customer can receive value in the delivery of the product/service, the feel you have educated them on what they are receiving, and comfort and confidence in business decisions moving forward with you. Trust and honesty are a big part of both marketing and business. Once the relationship has been established, you answer the phone every time, ensure the products/services are being delivered on time and at a competitive cost; the value is easily created.