COLUMN: Value marketing: The trend is your friend

Published March 04, 2010

There are major shifts going on in our society that are influencing how you should be marketing. One trend is toward a more personal form of marketing – one that favors businesses that are building relationships with their customers. This should come as no surprise. The other trend is delivering more value to those customers. What may not be clear is exactly how you can leverage social media to do this better.

The Recent Evolution of Marketing
Traditional marketing involved a variety of methods for reaching out to customers to get their attention long enough for your salespeople to consummate a sale. Most of these methods were out of the reach of most green industry professionals, and as a result, we didn’t’ do any marketing. Instead, the focused was on selling.

I believe today we are entering a new era of selling. Selling works because it is personal. If you have developed your selling skills over the years, now is an excellent time to get close with your customers and put them to good use. Your customers can get more value from you than any form of marketing, regardless of the cost. The problem is you and your sales staff have only so much time in the day.

The cost was usually too high to justify the limited response. This all changed with Internet marketing. Soon, anyone with a computer had the ability to orchestrate an email campaign, which later evolved into the distribution of eZines, and that practice continues today. This approach is not effective today. It actually turns customers away, and is why we call it ‘interruption marketing.’

But you say you have valuable information to share that can help your customers. Guess what, information is readily available and your customers can usually find what they need on their own. As a result, you are often interrupting them. You know what I mean if you have been reluctant to call or email even your best clients. What is the solution? Permission marketing.

Permission marketing is accomplished by building relationships to where you can then get permission to deliver the value your company has to offer. You have to engage your customers.

You will need to be clear about the value you deliver to your customers, and in most cases, you will have to deliver more of it for less money. Oh, but Jeff, you don’t understand my market. Are you sure? I hear this a lot. My market is different, we are different, our company is different. I don’t doubt that for a minute, and in fact, I have strongly suggested in previous LL araticles that you use those unique qualities to different your company.

Here’s the deal. If you are different, then so is everyone else. This means, everyone is good in their own unique way. The challenge is making what you are good at the factor that overrides those of your competitors. Everyone is good at something, and who is to say that what they are good at is not as desirable? You need to get over yourself and get with your customers to make sure they appreciate those qualities that are unique to you, your company, and your products and services. Show them the value!

Value marketing is a term that is often used when there are unique qualities associated with a product or service that may not be readily apparent. For the buyer, this can be challenging because they need to understand that value if they are going to pay the higher price. Maybe the price isn't higher and its just a matter of choosing product A over product B. Either way, this is important concept to grasp for the entrepreneur or sales professional who needs to close more deals now. perception of value marketing today is diametrically opposed to traditional marketing methods that often involve not much more than beating the drum louder and longer to be heard in a crowded marketplace. Customers today are too sophisticated. Nevertheless, the question is where is the value today? It is YOU! Truth is, that's where it always has been.

You should literally get face to face with your customers, first and foremost. And you should also be sure you have a solid Web presence -- because that is where your prospects and customers are going to get answers. Go where your customers are - both physically and virtually. This is the only way you can be a relevant factor in their value equation.

This brings us to my definition of value marketing as you can apply it to your business today. Value marketing is being likable, or better yet, lovable. Value marketing is being honest and authentic in your business practices. Being unpolished and raw is the new shiny. And finally, value marketing is taking people where they want to go. Traditional marketing says don't make promises you can't keep. Today's value marketing says make promises and show the customer your system for keeping that promise.

Value is Quiet
Value is always quiet, and so should be your value marketing. Value doesn't need to be heard above the noise; it already is. In fact, the louder the marketing message gets, the more the value decreases...from 20% off... to 50% off..to Going Out of Business! The lesson is this: Be cute, or rather, quietly confident. Make a personal connection with your market and that irresistible value that is unique to you and your product or service will be always be center stage. YouTube is just one social media resource for accomplishing this.

Value Doesn't Try Too Hard
The marketers that do have value to offer understand they only have to find one buyer at a time. Before long, they build up a stream of word-of-mouth referrals. This strategy works equally well offline and with social media. Using the social networks well simply requires the quiet reinforcement of your value to the right audience - without sensationalizing. In other words, you don't want to look like you are trying hard. Just pull back the curtain and show them who you are and how you do what you do well.

Value is Seductive
A value exchange involves much more than money. That's the end game. People first buy with their attention. That exchange leads to a commitment, usually of time, which leads to a situation where you are in control. And believe this - control is one of the keys to marketing if you understand how to use it for serving your customers. The paradox is that while we all seek and love freedom, we secretly value those that take the reins and show us the way.

In any endeavor, there is always a need for leaders - we want them, we admire them, and yes, we can even fall in love with their charming ways. If you can make the process interesting or entertaining, better yet - you've got our attention, and baby, you will soon have our money!

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