Establish Value, Build Relationships, Forget Price

A handshake over money - collecting debts

“Do more than is required. What is the distance between someone who achieves their goals consistently and those who spend their lives and careers merely following? The extra mile.” Gary Ryan Blair

Giving value is often misunderstood in sales and marketing. Most people think that value is something the company adds — like packing more of a product into a box for the same price. Some think of value as a reduction in price or something tacked onto the product, like free batteries. Make no mistake about it … these things are promotions, not values. Value is — and always will be — something done for the customer’s benefit that goes beyond what they should reasonably expect.

Firm HandshakeWhen it comes to your own business, adding value is extremely important. When you think in terms of how you can provide value to your best prospects without any expectations, you begin to build relationships. And when you build relationships, price suddenly becomes secondary to the trust your prospects and customers have in you to deliver valuable benefits to them.

For example, a weekly column or e-zine that offers practical suggestions for tweaking sales pages for maximum impact will always capture a customer’s attention because ultimately, they want to make more sales. If the content is actionable, they will call you for more information and hire you. It’s really that simple. The key is to deliver value first and position yourself in front of decision makers who can say “yes.”

Here are some ways to accomplish that:

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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