As I shared in the last 2 posts, today’s buyers are more sophisticated than ever. Therefore, to win the game of attracting and converting clients, customers or patients you must provide them with an experience that includes 7 key fundamentals. Fail to do this and you will never build the business you deserve. I covered the first 6 so far …
Fundamental #1 – Everyone wants the “best deal.”
Fundamental #2 – Always market to the negative.
Fundamental #3 – Prospects buy based on emotion.
Fundamental #4 – Make your business “unique.”
Fundamental #5 – Prospects buy what they want… not what they need.
Fundamental #6 – Be able to communicate your uniqueness and extraordinary value.
The 7th critical fundamental to understand is…
Fundamental #7 – Create “extraordinary value.”
Have you ever shopped for something and found yourself looking for the lowest price? Ever wonder why? As we stated earlier, all human beings, no matter who we are or what we do, we all want the best deal. But what is the “best deal?” Is it really the lowest price?
There’s that old saying that you get what you pay for. Would I shock you if I told you that your prospects could care less about price? They shop price because they’re forced to. Let me explain. What prospects really want is the best “value” for the price they pay. They’re more than willing to pay double the price if they perceive that you’re giving them four times the value. Now they know they’re getting the “best deal.”
So then why does price seem to matter so often? (more…)