Stop Selling on Price and Start Giving Value!
There is a big Elephant in the UAV industry room, and that Elephant is called price. Undoubtedly, if you have used any of the lead generation websites out there, you have struggled with your price positioning. What should you charge? What if other people come in cheaper than you? Here’s my advice, as somebody who has not only mentored small and large businesses but has also been in business for 20 years.
Choose a price and stick to it. Make it realistic; make it what your skills are worth. You studied long and hard to get your PfCO and you’re worth it!
When I started out in we didn’t have computers, email or mobile phones. We had hard copy mail, telephone lines and good old-fashioned fax machines (for those of you under 40, try looking underneath the pile of paperwork in the corner of your office) We were in the dark ages in comparison to the luxury that salespeople live in today, and it made selling harder. But it also made us better salespeople. It taught us customer service, patience and persistence. No sending of email in the 90’s, you had to send hard copy mail and a covering letter, this was usually followed up swiftly with a face-to-face client visit. It was all about building relationships and providing a real value for your clients.
The advent of new technologies such as email, instant messaging and social media have opened up the whole world of business, making it easier than ever before to connect with your prospects, but alongside this ease of use has come laziness. How many times have you seen a salesperson (and if you own a small business you ARE a salesperson) sending an email rather than picking the phone up to speak to a client? How many times in the past six months have you gone to visit a client? (be honest!) and how many times have you knowingly under-priced work!
When you don’t build relationships or establish rapport with your clients all you have left is the price. When your client feels no emotional connection to you, your brand or your company they buy based on price. When you are selling on price, and your prospect is buying on price there is only one way it’s going to go, and it isn’t up!
Here’s the opportunity. Switch off your email, call your clients, build a rapport that will turn into a friendship, one that will last for years to come. Be in business to help your prospects succeed. But most importantly sell on value not price. Define value in terms of what it means to your client. Tell your potential clients how much money your service will put into their bank account, don’t tell them you’re the cheapest option on the market!
When you sell on price and don’t take the time to establish relationships there’s only one way it's going to end. And it is not pretty. Not for you, not for me and not for the UAV industry as a whole!