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In todayís episode, Iím going to share with you how my car getting broken into can help
you become really appealing to your ideal clients through increasing your perceived
valueÖ Stay tuned.
A while ago my car got broken into and I went out the next morning, saw the drivers side
window had been smashed inÖ Went and had a look to find out what had been taken.
I saw that my GPS was gone. Now this wasnít a top of the range GPS or anything like that.
It was around $250, that was about it. There I learned a very valuable lesson in terms
of business and it was that around perceived value.
What do I mean by that?
Well sitting on the passengers seat, in full view was about $1000 worth of professional
development CDs that Iíd purchased a couple of weeks earlierÖ Marketing, sales, leadership,
personal developmentÖ They could have easily taken that, which cost me 4 times the amount
of the GPS and to me, much more valuable than the GPS.
They could have easily taken that and maybe if they had, they might have listened to a
CD on the way back and actually learned a bit about themselves, realized it wasnít
the right thing to do, replaced all of it and left a hand written note saying sorry!
Unfortunately that didnít happenÖ But they could have easily taken that.
To me, much higher perceived value and low perceived value for the GPS. Whereas to them
it was the exact opposite. It was high perceived value for the GPS because they could easily
flog that off to someone else. The professional development CDs didnít even get a look in.
So hereís how it applies to your business.
I see a lot of business owners making the mistake of marketing their products and services
in a way that they perceive as valuable, rather than finding out exactly what your ideal client
perceives as valuable.
So hereís a question I want to ask. ìHow do you know that what youíre doing right
now is perceived as valuable by your ideal clients?î If the answer is ëI donítí,
then Iíve got a solution for you.
The solutionís quite simpleÖ ASK THEM!
I see too many business owners with an ideal client exercise theyíve been given to do,
writing it down on a bit of paper what they think their ideal client is without even asking
their ideal client what their problems are, what their frustrations are, what keeps them
awake at night, what they perceive as value, that type of thing.
The thing is, youíre only going to have an idea of who that isÖ You need to get crystal
clear on it and know for sure and youíre only going to find out for sure by asking
your ideal client.
One of the ways we do that here at BizLeague is an interview process that takes about 30-45
minutes to really interview that ideal client over the phone and you get crystal clear on
the language they use to articulate their problems, how they want them solved, what
they perceive as value, how they like to be communicated withÖ That type of thing.
You want to get crystal clear on that and thatís going to really propel you forward
in terms of being very appealing to your ideal client and increasing your perceived value
because youíre going to be able to market what they want.
Now I want to hear from youÖ Have you had some challenges around what your clients perceive
as valuable? Do you have some questions around this? Or do you have a couple of tips that
could really help some other small business owners out?
If so, Iíd love to hear from you in the comments below.
Thatís it for this episode, if you enjoyed it please click like, share it with your network
and please, post a comments below, Iíd love to hear form you.
Thanks so much for watching and Iíll catch you next time on BizLeagueTV.
IMPORTANT: BizLeague is drafting itís next lot of small business owners. Want to learn
how to win more clients, make more money and take more time off? Well head to JoinBizLeague.com
for more information and for free training now.