Description

THE CHALLENGE WE ADDRESS

“IF YOU THINK IT’S EXPENSIVE TO HIRE A PROFESSIONAL TO DO THE JOB, WAIT UNTIL YOU HIRE AN AMATEUR.” – RED ADAIR

Are you anxious when a client asks you to justify why you charge so much?

Do your clients hint at getting a lower price?
Do your clients ask you why you charge so much. Even though you may deliver great value that your competitors may not match.
Do you find that you get flustered when you get asked for a price justification when you least expect it, and cannot provide an appropriate response?
What do you do now?

WHAT THIS ONLINE WORKSHOP DOES

We help you create a message, within 2 hours, to show how your business adds unique and relevant value, so you can justify your pricing, even if you have limited marketing experience.

HOW YOU CAN BENEFIT FROM IT

Different thinking to improve message effectiveness

Our process helps you think about the reasons why you can justify your price. Around issues that matter to clients and that which you can prove.
Then we show you how to package this in a brief statement. One that you can recite at short notice when approached by a client seeking a lower price.
So you can say what matters without feeling like you are overcharging for your services. This means you have a better chance of getting the price you want for your services, more often.

Have a valuable addition to your existing approach, conveniently, within 2-hours

A structured approach helps you get to a solution fast, without having to spend time researching and developing your own solution.
So you can have a response prepared for the price hagglers that you will inevitably meet.
This means you’ll spend more time providing your services at the full price.

Access a tool to help your marketing messages align with this thinking

This process will show you how The Value Story Builder tool can be used to enhance your Value Story.
So you can communicate your valuable points of difference in other channels such as email and social media.
This means you expose clients to your value-building messages on an ongoing basis.

Responding to questions about your pricing in a convincing way such as ad hoc queries (face-to-face or questions by phone).

Completing The Value Story Builder after the workshop should provide you with messaging to use for the following communications opportunities so you don’t have to keep justifying your pricing in the future…

Unpaid posts

Constantly show how you are adding value when prospects and clients read your posts.
A value-based pricing strategy provides a useful way to have sufficient relevant content ideas.
Build on the more powerful value adds you might be using in sponsored posts to keep demonstrating value.

Video content

Demonstrate how you can address specific concerns to add value.
Helps give you ideas to be regarded as a solution provider.
A value-based pricing approach is useful here. It enables you to plan how to build perceived value amongst your followers on an ongoing basis.

Email

Develop a variety of ideas to create email messaging.
Allows you to get closer to a sale by showing how you keep adding value. A great way to support a value-based pricing strategy using a drip marketing approach.
Allows you to have a higher client retention rate by reminding clients of how you keep adding value.

Website content

Address issues of concern that impact on perceived value.
Go beyond the standard features and functional benefits approach to messaging.
Useful to develop relevant messages when prospects compare you to competitors on your website.

Live streaming topics / Webinars

Achieve a higher webinar sign-up rate by being able to make an appeal at an emotional level.
It allows you to think about a variety of issues so that you can plan responses in advance.
Create the perception of someone who adds value in a credible way.

Whitepapers

Show the benefits and rationale for how you could implement a solution.
Helps you through the thought process of content for a complex document.
Spend less time to build the perception of value where it matters.

Before the workshop

The Value Story Builder will provide you with an opportunity to customize the options you will use in the workshop. These include:

Product and services categories.
Any names of segments you may have already defined.
Proof points to demonstrate the value of your offering. There is an extensive list to choose from or you can define your own.

The Workshop

We will run you through a 2-hour online workshop to help you craft your unique Value Story using The Value Story Builder.
The output of this workshop will be a paragraph of messaging that will help you to address questions where you are asked to justify your price.

After the workshop

We have found that 2 hours is sufficient to meet our objectives of:

Identifying what makes your service different, your key opportunity to communicate value, and how you should express this.
Having an idea of how to use The Value Story Builder to communicate value for other identifiable opportunities in your own time.

This assumes that you have done some basic preparation before the workshop as highlighted above.

Should you wish to book further time with us, you are welcome to do so.

Access a tool to help your marketing messages align with this thinking

This process will show you how The Value Story Builder tool can be used to enhance your Value Story.
This can be used for prospective and existing clients.
So you can improve your messaging on an ongoing basis.
This means that even after the workshop, you will know how to develop messages that help to convert into sales.

What is the thinking behind The Value Story Builder?

A brand’s products, services, policies, and processes that lower risk create value for a client.

The Value Story Builder helps you create a string of clues to achieve this.

To show how doing business with your brand reduces various types of risk.
So that you are adding more value relative to the price.
So that you can justify your price or charge more.
This means that you also get to create forms of value that cannot be compared elsewhere in terms of pricing.

These clues highlight your client’s concerns about a variety of perceived risks. Then you get to show your solutions to those concerns.

These may be concerns that they are currently facing that you can address for them.
They may also be concerns about doing business with your organization, your category, or your industry.

It takes the concern, which has an emotional basis around perceived loss.

Then it helps you show how you lower that risk.
It also helps you show the emotional and financial benefits of the solution you provide.

It does this all in a framework you can transfer to your brand’s communications. Even if it’s a new business proposal.

So that the trail of clues you leave behind will create a positive emotional connection.
So that you can elevate the perceived value of your brand.

This means your brand has an easier time getting and keeping clients. And you can do this with more pricing power.

View your results instantly once you are done

Once you have submitted your input, you can view your thinking before exporting the data.
This helps you identify where to do edits before you hit the Export button.

Export your results

Export your result so you can view it and share it.
Exports into CSV format that’s readable in a variety of spreadsheet apps.
If you need to add in more information after exporting, you can easily do so as long as you still have access.

Clients

We have worked on over 70 global and local B2C and B2B brands over a period of over 20 years.
Clients have included Fortune 500 companies across a variety of industries.

Expertise

Areas of expertise include communications strategy, brand strategy, research, and analytics.
We have written strategies or have been consulted to understand how a client’s communications strategy might benefit from a change in direction to support a specific pricing strategy.

Experience

This experience has been invaluable in terms of understanding what is likely to work.
Equally importantly, it has helped us identify what is likely to fail.

How this works to your advantage

When consulting with them in the areas of brand development, sales development, and loyalty development, perceived value versus price was always an issue.

We had to find ways to show how our clients’ value-added solutions exceeded the price they were charging.

We researched the topic and combined it with our own experience to define 33 concerns that people typically have.

These may be concerns that clients are currently facing where your solution can add value.
Alternatively, they may be concerns clients have about doing business with your organization, your category, or your industry. In this case, you can show how you add value by managing these concerns.

Each of the 33 areas where you could build value includes 4 examples. That will help you get started to customize this for your own situation.

Then we take you through a process of a few questions for each value-building opportunity.

Designed by a strategist, it assists you to think through how value is created in ways that matter to clients.
There are also checklists included making this process faster and more comprehensive.

REQUIRES ACCESS TO THE VALUE STORY BUILDER

Will this do my entire job for me?

No. You still need to customize your thinking for your specific situation.
But, it does do a lot of the heavy lifting for you to make this customization process easier.

Is this approach realistic?

After developing communications strategies for over 20 years, we wish we could have had this tool at the outset to show how we could add value. Several insights were developed over this period:

A good framework is essential to develop many ideas and do it faster.
Most of our clients found it easy to customize for their situation. But they needed a practical process to work within areas where they lacked expertise.

There are over 120 examples to draw inspiration from. Each example was drawn from experience when consulting with our clients.

Is the list of concerns comprehensive?

Much effort has gone into developing this list.
Anything can be improved upon over time. But we are certain that this will give you ideas for many opportunities to show you can add value.

What do I do with the results once I have them?

We are strong believers in executing on an idea.
Until an idea is executed, it remains just that – an idea.
To this end, we have created a framework containing the essentials we know you need to build a strong case.
You can then export this information and either work with it yourself, or pass it onto the people in your team. We know that they would appreciate the information rather than spending hours trying to develop it.

Be less anxious when justifying the pricing of your services to clients – Online workshop

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WHAT THIS ONLINE WORKSHOP DOES