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Why Value Beats Cheap Every Time


What do customers really want? Do they only want what’s cheap?

If that were so, then why do consumers by iPhones? Why is Lexus a popular brand of car? Why do flat TVs exist that cost $5000 or more?

Here’s the truth of the matter—value wins every time.

So how do you communicate that about your brand to a prospect?

You lead with value. Never talk about price first. Be generous. Show up to serve, not to make a sale. How can you help them? What little bit of information can you give them now that would make a difference?

Talk about how working with you or purchasing from you will benefit them. How will it transform their lives? Ask how much is that transformation worth to them?

When you give value and not cheapen your products or services, your business will flourish. You will also serve your customers better. Because you will have incentive to work hard for them.

If you always cheapen what you offer, you will perpetually struggle. And your prospects will not value you or your brand!

What you offer also can stand out above the crowd and have value in that way.

For instance, years ago I heard a story about a man who was looking to buy a bicycle as a Christmas present for his son. He went to the bicycle shop near his home and found out the prices. But he noticed that the bicycles needed to be assembled. So he asked the shop owner if they would assemble it. No, he was told.

As a busy man, he decided to look elsewhere. He went to a bicycle shop farther away and there were the same bicycles for a little higher price. He asked the shop owner if the bikes could be assembled and the bicycle owner said yes. They would do it for just $20 extra. And they would deliver the bicycle on Christmas Eve so the son wouldn’t find the gift until it was time! Perfect!

What mattered was not the price, but the value the shop owner offered! In fact, the shop owner had hired teenagers to put the bicycles together so he could offer this service for a fair price and the teenagers were happy because they got a job!

When you lead with value, finding that one thing that makes you stand out, price is going to be secondary in your prospects’ eyes. And that’s going to position you for branding success!


ABOUT THE AUTHOR: Dana Susan Beasleythe creator of an online training program called Brand Identity Quest, helps Christian families create sizzling brands so they can build dazzling futures. A graphic artist, writer, and homeschooling mom to a special needs son, she is the owner of AngelArts, an arts agency and publishing house. It’s purpose is to inspire audiences to reach for new heights in their lives and beyond through excellently-designed publications and products using original art and literature. To take her free mini-course, 5 Steps to a Wildly Successful Home Business, click here to start now.

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