Hi Team. Following on from our last post, here are some strategies which have proven to be effective for increasing the value and desirability of a person, program, service or product in the market place.
1. Under-promise and over-deliver. The quickest way to destroy your brand, credibility and desirability in the market place is to over-promise and under-deliver. So why not do the opposite? Imagine a tradesman who did what he promised, on time and under budget!
2. The soft sell. Give them information, attention and respect; not arm-twisting and pressure. Aussies hate the hard sell and nothing says ‘wanker alert’ more than some dude (that you don’t know) trying to tell you how much you need whatever it is he’s selling. While some sale’s training schools will tell you the opposite, my personal experience is that the hard sell is more likely to create disconnection and disrespect than any kind of on-going professional relationship.
3. Honesty and integrity. Crazy concept, I know. I recently dropped my motorbike off at the mechanic and asked the bloke who always works on my bike (the business owner) to do a particular job based on what I thought the bike needed. He told me it would probably cost somewhere around $1,200 and I agreed to the work and the price. When I arrived later that day to pick up my bike, my bloke informed me that the part that (I thought) needed replacing was actually fine and that the anticipated five to six hour job only took two! And, rather than having to hand over a thousand plus bucks, my revised bill was now about four hundred! I have since sent him five new customers on my highest recommendation.
4. Give people a reason to promote you. This ties in directly with the previous story. If you tell me that you have an amazing product then you just sound like every other mug trying to sell me something. I’m less likely to respect your opinion of your own product because (a) you are not objective (b) you have an agenda and (c) as if you’re gonna tell me anything else! However, if my friend (who has no personal connection with you) tells me that your ‘product’ is amazing, then I’m totally listening.
5. Have a USP. In business, a USP is a Unique Selling Proposition. Something to set you apart from your competitors. If you’re simply re-inventing the wheel (replicating a million other similar businesses, concepts or ideas) then why on earth would I choose you? Give me a reason to pay attention to you or to switch from my current provider.
6. Build your profile (in a positive manner). This can be done a number of ways (marketing, networking, media, blogging, social media, etc.) but the end goal is to create more awareness and recognition around you and your product. If, on some level, you are selling your time, knowledge, skills, creativity and experience, then a bigger and better brand generally means a bigger and better hourly rate. Over the last ten years my speaking fee has increased by (about) four hundred percent, and while my presentations are definitely better than they were a decade ago, they certainly aren’t four times better!
7. Excellence. If everything you do wreaks of excellence, you will be in a very small minority. You will also be in demand. You can only create one first impression, so start there and build.
Okay, get to it.
Feel free to share a tip (or two) of your own and I’ll give away a few signed books for the contributions that float my boat (posted anywhere in the world).