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Creating
Value at the Point of Sale
Article 4
What is your client’s perception of you? Do they perceive you as one who delivers value or do they sense they’re getting ripped off by your services? Beware, because perception often becomes reality. How many times have you purchased something and suffered from sticker shock once you received the invoice? Let’s say you take your lawn mower in for repair. The technician starts the engine and determines that the carburetor needs adjustment. Two minutes later, your mower is fixed and you’re on your way. When the invoice arrives, it is twenty-five dollars! Are you in the wrong business or what? Perhaps your client’s experience sticker shock when they receive your bill. Make the client think you put forth a reasonable amount of effort to solve his problem? Let me share with you what a friend of mine does, who’s an attorney. Regardless of the question, he usually has the answer right off the top of his head. If he gives an immediate answer and hands the client a bill for $125, however, the client feels ripped off. He has learned that it’s best to sit the client down and start asking the client questions. Once he indicates he has a complete understanding of the situation, he gets up, walks over to the law library, pulls out a book and proceeds to search for an answer. He may look in several books before he renders an answer or an opinion to create a certain perception in the client’s mind. As a result, the client gets an answer and has seen the attorney put forth effort to solve the problem. Then the $125 invoice the client receives doesn’t have such a negative impact. Whenever you do work for a client, make certain there is a perceived amount of effort involved so you are perceived as bringing value to the person or company. Perception is often reality. If you are perceived as doing good work and adding value to the product or service, the reality is, you will get more business. The Problem: A perception that the vendor “did nothing” to earn his fee. The Solution: Read your client. Go through the motions and appear you are putting forth effort and really working for the client. Results: You have a satisfied client who appreciates the value of your service.
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By
Terry Booton, President