MLM Network Marketing Lead Generation

The Importance of Value

If you are a business owner, particularly a service based business owner, you understand two things: first, the value you provide is important to your clients is extremely important; and second, clients rarely realize that until you are done helping them or unless they’ve had a bad experience in the past. This is why it’s so important to let them know why your fee is what it is, and, just as important, why you won’t be coming down off that fee.

For example, I’m a Seattle DUI attorney. Whenever people call, the first thing they want to know is what the price is. I understand why you’re asking if you can’t afford a certain price and you don’t want to waste anyone’s time, but so often people want to know because they’ve decided they are going to hire the cheapest person out there to help them. Whenever this happens I speak frankly. I let them know that if they pick the cheapest they are going to get what they pay for.

I mean think about it. There are a lot of Seattle DUI attorneys out there working at very different price points. Some are stupid cheap (and probably stupid period) while others are exorbitantly expensive. Why the great difference in range? The difference lies in what you are going to be getting for your money. The cheap guy’s prices not only reflect his urgent need for business but the type of service he expects to provide for you. And he instinctively believes that if you want his price you want his level of service.

The lady in the example above wanted to hire the cheapest DUI lawyer she could find instead of getting a public defender. She didn’t think they could help her like this guy could. And, by the way, he was about 2/3 cheaper than I was, and I am in the middle of the pack when it comes to fees!

Bottom line, find out how you can communicate to your clients why your service is valuable to them. If they don’t see it or get it, then you need to try something else. But don’t forget that some people will never get it.

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