A few days ago I was talking to a school teacher friend about my several businesses…
She was amazed at how many hundreds or thousands of dollars people would pay for me to help them with any of those things. The idea that a business would be willing to pay $100 or $200 for a lead that MAY become a new customer was a bit hard for her to swallow.
The thought that someone would pay thousands of dollars for a SYSTEM to consistently generate web leads made more sense.
The fact that savvy business people will regularly spend thousands of dollars for a business coach to provide “advice” seemed like a fantasy to someone working in public education.
“How can you get people to pay that much money!?”
My answer is one simple sentence…
I always deliver several times more value to my clients than they pay me.
She still didn’t quite follow “value” so I broke it down with a bit more detail:
As long as I can increase sales, decrease costs, or increase the business owner’s time (the most valuable item of all) more than they are paying for my help, they’ll gladly pay and tell their friends about it.
When I was in college I attended a speech by a corporate America CEO who had a different way of expressing his goal for delivering value to his company. He said:
My goal was to always be the most underpaid employee of the company where I worked… And also be the highest paid employee.
I attended dozens and dozens of similar seminars in college and I still remember that concept… If you can do the same for your Business-to-Business clients, you’ll always have a thriving business and ecstatic clients.
To Your Success, Bryan
P.S. If you can’t already, it’s time you boil down your Unique Selling Proposition to a single sentence. Contact me for a list of the 4 questions you need to ask yourself to create that USP.