Where Do I Sign?

“Value” has become a cliché.  It too often is used to describe as cost savings or a “good deal”.  There is a simpler, more accurate definition for value:  is this worthy of my attention? This could be time, money, energy, etc.    Those who can consistently and effectively communicate their value will have the best relationships in business and life - whether is closing a big deal, implementing a new business strategy or talking to your spouse into letting you buy that new set of golf clubs.

Another thought … this is especially true when the market becomes highly commoditized - and the economy tightens.

So how do you communicate your value?

1.    Sell the Vision

Your audience has to see what you are communicating or selling to them.  This means using terms that invoke tangibility; that give them a picture of what you are telling them.  It also requires using simple terms and avoiding clichés and marketing “speak” (which is often more difficult than you would think!).

2.    Sell the Process

Your audience has to understand how they will use what you are communicating or selling to them.  In sales terms, this is called “assumption”.  You are assuming that they will be buying your product, so you begin to show them how it will fit in to their lives.  The key is to be able to understand their perspective so that you can put your process into context for them.

3.    Sell the Results

The final step is to show them the benefit of using what you are communicating or selling.  This often means letting them know the specific results; giving them key indicators to measure against as they use the product/service.  It also plants a seed about what they will experience – another key driver for communicating value.

In summary, these three steps work in almost any situation.  In business, it could be retail, wholesale, B2B, etc.  In relationships, it could be in marriage, children, coaching, and more.  However, there is a word of warning and a bit of a disclaimer – this method requires integrity throughout the entire process.  Integrity with your brand (perception), the customer experience – and the integrity on the part of the receipt of your message.