How to Increase Your Value in the Market Place (part 2)

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). :)

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{ 3 comments… read them below or add one }

Marci March 8, 2013 at 12:03 pm

Craig I absolutely love this article. I am not in the position of sales or anything similar but your straight-forward attitude makes so much sense that if I was in this position I would certainly take it on board. So many people at the top of their game would be reluctant to share such information (I think?) and for that I thank you. Keep doing what you do – we thank you from the bottom of our hearts.


Kim March 8, 2013 at 8:23 pm

John Farnham sang about the ‘age of reason’ but you are the ‘voice of reason’ – thankyou.


Alan (aka MK2 from RYL 1) March 10, 2013 at 11:10 am

Hi Craig,
After 16 years in the same job, mostly under “management” by someone who did the exact opposite of what you’ve been talking about, I moved on. No job to go to, and at 55, had attempted many (but not all) the points you list here.
It just seemed like common sense, but without support and with a toxic work environment that was impossible to overcome, it created more stress than I was willing for me and my family to stand.
Fortunately, a good friend of 15 years offered me a sales job in real estate on the basis of my view of how people should be treated (confirmed in this post).
This post helps me to aim for all those things with confidence again and after all, it IS my own business in effect that I’m selling and my vendors & buyers deserve all that you extol.
Thanks Craig

PS – I’ll scan the site soon, but when is the next RYL . I’m there!!!


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