| While grocery shopping the other day, I found | | | | because they perceive value in the relationship. As |
| myself counting up the number of products that | | | | long as you are providing value, and this always |
| are offering "more" these days. You know what I | | | | includes good service, they'll be back to buy more. |
| mean. The value deals. For example, there were | | | | If you are not exactly sure what your clients |
| bottles of shampoo packaged to give you 25% | | | | value, it's important to ask them. Consider |
| more, buy one get one free offers, sales of | | | | surveys, phone calls, mystery shopping, and |
| brands that never go on sale, in-aisle coupons, and | | | | personal conversations to get to the heart of |
| other enticements all designed to get me to | | | | what they value. |
| notice and buy and this was just in the local | | | | Some of the best practices for you to consider, if |
| grocery store. The funny thing is, I found myself | | | | you're not already doing them, are: |
| buying brands I don't normally purchase because | | | | - Free reports |
| of the value I perceived being offered by those | | | | - One month free if you sign up today (applies to |
| "off-brand" items. For many, right now it's all | | | | memberships, subscriptions, rent, products, etc.) |
| about stretching the dollar. Think back to the car | | | | - Free consultations |
| dealer commercials you saw over the holidays | | | | - A staff with advanced skills as a result of |
| that were offering BOGO deals (buy one car, get | | | | comprehensive product and customer service |
| a second for free), free gas for a year, or offers | | | | training |
| of getting your money back if you return the | | | | - Free workshops |
| new car during the first year because of a job | | | | - Multi-year contracts with price guarantees (but |
| loss. No risk purchasing. Sales tactics are being | | | | be cautious here) |
| practiced that were unheard of until now, but | | | | - Packaging products and services to include |
| trust me, it's the shape of things to come. I | | | | additional items ("But wait. There's more!" |
| already know my clients are looking for the | | | | Infomercials are famous for doing this but can |
| additional value of our products and services and | | | | you apply it to your business too?) |
| my clients' customers are looking for the same. | | | | - Free products (a regional East Coast food store |
| It doesn't make any difference what marketplace | | | | chain is giving away free antibiotics, with |
| you operate in- business-to-business or | | | | prescriptions, to customers during the winter |
| business-to-consumer, your customers want | | | | months to help the consumer control medical |
| three things: | | | | expenses!) |
| | | | So take some time over the next month to |
| 1. a dollar that stretches like a rubber band | | | | assemble your staff and get creative with the |
| 2. to work with companies that have a sensitivity | | | | things you can add to your existing product and |
| for their economic pain | | | | service line to demonstrate that you are the best |
| 3. to feel good because they perceive they are | | | | deal out there. Remember, people want to feel |
| getting more for less | | | | good about working with you because they |
| Our clients are being very creative with how they | | | | perceive they are getting more for less and they |
| are providing value to their customer base. Some | | | | believe that you are sensitive to their budgetary |
| of the things we are seeing as customer | | | | constraints and fiscal concerns. So be the |
| experience experts include the following list of | | | | company that responds to these consumer needs |
| best practices. Remember, the important thing is | | | | right now and success will mean more than simply |
| for your customers to choose to work with you | | | | surviving in these times. |