Why clients are working with your competitors, and not with you.

Written by Brad | JUNE 2017 | Reading time = 1m55s.

Are you familiar with ‘perceived value’ and how it impacts your business? Why do you buy Nike Air’s and not ASIC Gel’s? Why do you buy an iPad or Mac and not a PC? Is it because these are better, more suitable, or cheaper products? No. It’s entirely to do with your perceived value. Our perceived value takes into consideration a number of variables outside the immediate product. Familiarity, after product service and care, how we think others will judge us, the list goes on. The best businesses and brands don’t necessarily offer the best products or services. They’ve just managed to package their product in such a way that it provides the largest amount of individual clients with the highest level of perceived value.

Businesses operating within health, fitness, nutrition and wellness industries have ample opportunity to increase perceived value. Memberships with benefits, free hoodies and singlets branded with company logo’s, free events and workshops. But inherent overall product value and value-added selling no longer cut it. Your client now demands a superior product, plus the routinely provided additional value, plus something else. So what is the something else? This ‘something else’ is hard to identify because you, and your client, have no idea what it is, until it’s found. In order to find the ‘something else’, you need to focus not on adding additional value to your product or service, but on creating new value for your individual client.

Forget the specifics of whatever product or service you are selling. What you are really offering your client is a happier and healthier life. The ‘something else’ needs to help your client reach their own personal goals with the least amount of resistance. If you are unable to connect with your client outside the walls of your business, you will never really make the ‘something else connection’. Failing to do this will leave your client with a vague dissatisfaction and they will eventually look elsewhere.

Here’s some food for thought.

1. You take the time to ask an individual client what they think has stopped them achieving their health and fitness goals in the past. They respond ‘I feel like I’ve never really taken nutrition or dieting seriously enough’. With this in mind, you photocopy your favourite healthy recipes and agree to help your client put together a weekly meal plan. 

2. One of your clients is regularly late to a morning class. You (gently) ask about the cause of the lateness. The client responds ‘I just have trouble getting up in the mornings’. You then send the client a great article you’ve read on the importance of routine and waking up at a regular time. You also agree to give your client a wake-up phone call every morning for the next fortnight.

3. You find out that one of your clients works as a teacher at a local school. You offer to run a class and provide some education to the client’s students one afternoon.

Creating value and finding the ‘something else’ requires being attentive, bold and committed to your clients. But dedicating yourself to connecting with each of your clients on an individual level will eventually place your business on an exponential path to success.

Shout out: This article was inspired by an article written by HubSpot. I can’t locate the writer or original article, but their inbound blog is definitely worth a squiz if you have the time. Check it out.


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