| Do you sell your company's value to your clients | | | | understand them and build trust. |
| or are you trying to justify your price? | | | | Second, you need to see how what you offer will |
| To justify is to defend or uphold as warranted or | | | | help them with their problems. This can be tricky. |
| well-grounded. This puts you in a very defensive | | | | When questioned many of the business owners I |
| and perhaps adversarial relationship with your | | | | ask have a very basic answer. For example, a |
| clients or potential clients. | | | | restaurant owner may think they feed people. |
| Many clients I coach have been justifying their | | | | But in reality if they had connected with the |
| prices when working with their clients. They state | | | | wants and needs of the client they would say |
| a price and then try to back it up with as many | | | | “We provide a relaxing place away from |
| reasons as they can think of. | | | | home to enjoy a great meal without having to |
| The definition of value is to consider with respect | | | | decide on a menu, grocery shop, cook, or do |
| to worth, excellence, usefulness, or importance. | | | | dishes!” This sounds great. He has plugged into |
| Building value for your clients or prospects puts | | | | the clients' mind and understands why they want |
| you in a win-win situation that helps you build a | | | | to go out to eat. |
| better relationship with your clients or prospects. | | | | Third, you need to communicate what you do |
| To build value, first you need to get into the mind | | | | with confidence and a positive mindset. This will |
| of your prospect. What is it that they want or | | | | come across to your prospect and make them |
| need? What keeps them up at night? What is the | | | | feel confident in doing business with you. |
| end result or benefit that they want? By | | | | Stop justifying and start building value, and you will |
| communicating this to them they will feel like you | | | | see your business grow rapidly. |