In a true “free-market economy” (meaning that no one is forced to do business with anyone else), there’s only one way to sustainably and profitably grow your business: by providing *immense value* to those who *willingly choose* to buy from you.
And while your product or service is probably wonderful, it can be difficult to differentiate yourself from those who are trying to sell the same basic thing to the same customers.
The Challenge: Unless your prospective customer or client can distinguish between any two or more products/services and salespeople, their decision is always going to come down to price.
And unless your last name is Walmart® or Amazon, trying to make low price your “unique selling proposition” is not a productive way to do business. It’s not fulfilling, it’s not profitable, and it’s not sustainable.
In fact, when you sell on low price, you’re (seen as) a commodity. When you sell on high value, you’re (positioned as) a resource.
You differentiate yourself by *being* that additional value.
Key Point: There are five “Elements of Value” that can help you to communicate this additional value throughout the entire process (starting from the very moment you meet someone new!) in such a way as to distinguish yourself in the marketplace.
The Elements of Value are: Excellence; Consistency; Attention; Empathy; and Appreciation.
Apply those five elements, and you’ll stand out as the go-to resource.
Exercise: Consider how *you* might provide — and communicate — such an immensely value-based experience for your current and prospective customers/clients that *you* are their desired resource.
