The value of your product or service varies from customer to customer. Some like the variety you provide. Some buy because of the convenience. And some people become customers for reasons you and your marketing consultant didn’t foresee in your market planning sessions. The fact is that value, like beauty, is in the eye of the beholder, or in this case, the prospect or customer. So when you are trying to sell value instead of being the low price, don’t look inward at the product or service you are providing. Look outward at the prospect. Your service will only have value if it solves a pain that the prospect cares enough about to spend money to fix. The fact that you have 30 years’ experience in the business may mean nothing to the prospect if she is looking for new, fresh ideas that have not been tried before.
