In the previous post, we answered a question asked by a reader on Facebook. Seeing my wall post that said, “Money is an echo of value; the thunder to value’s lightning,” she asked if that meant that those without much money held little value?
My response was basically that while a lack of money doesn’t in any way remove one’s intrinsic value as a human being, it does mean they have not brought or effectively communicated their value to the marketplace; at least not to the degree they would need in order to make more money.
Amy Wells, who owns The Bridal Salon of San Antonio, and who had attended one of my live events, chimed in by saying, “I can testify to this last statement, because as I’m learning to communicate my value to my marketplace, my ‘net’ is getting fuller.” She also realized she first had to become consciously aware of the value she provided.
The following is excerpted from an email Amy recently sent me:
“Bob, of the many things I learned and am implementing daily, the most surprising is what the ‘Price vs. Value’ teaching is doing for me.
“From this, I walked away with a heart understanding that the value I offer to my brides is my experience, expertise and assurance of the perfect delivery of her wedding gown for her very special day. Furthermore I have the value of being in the top three of every designer I carry, and I have a lot of influence with them on delivery dates, custom changes etc. That can only be offered by me and two other salons in the nation. I have now embraced the realization that what I have to offer my brides is of value.
“The surprise I received for having taken this into my heart was the additional money I netted for walking in my value. I used to easily give discounts, as I wanted each bride to be able to afford the dress that was ‘THE ONE,’ and I didn’t want a budget to stand in the way of her dream day. Some brides even threatened to get it elsewhere. There were times I bowed to their threat and other times I wished them well and they left.
However, as a result of your talk, when brides ask for a discount, instead I offer them me. I’m able to articulate the value of what I offer and how it will affect the outcome of their choice, as opposed to if they internet or discount shop. To date, I have netted an additional $9,839 for the month of November and I still have one day left to certainly add to that total. Oh and I didn’t lose one bride; they all chose to get their gown through my Salon.
“Thank you Bob. I’m walking in my value, and being paid for that value.”
And, her message is so important. Are you ever bullied into discounts or other concessions? Do you feel badly afterwards, as though you’ve operated out of fear or lack, and perhaps even allowed yourself to be taken advantage of? If so, it might be a value question. And, the questioner is you. Sure, expect the other person to try and get as much as they can while giving you as little as they can. That’s just human nature.
But, the decision as to whether or not you’re going to play that game is totally up to you. Sure, you might lose an occasional sale. So what? You’ll more than make up for it. Both, in the additional self-esteem you acquire and, in the additional income you make. After all, just like with Amy, your prospective buyers will sense that you believe you have/give value. And, when that’s the case, they’ll want to do business with you directly, and refer you to others.
And, oh yes…Amy did indeed hit the $10,000 mark of additional net income for the month. Good for you, Amy. And, good for those you served.
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