Whenever people buy from you, they are buying two distinct components. First, they are buying the “commodity” you are selling (and let us all remember that, at the end of the day, we sell a commodity), and they’re buying an “X-factor” from you. I call this “X-Factor” your intelligence. It manifests itself in a variety of ways, but fundamentally, it comes down to how you do what you do.
So, the next time someone doesn’t pay you the price you want for your products and services – understand that what they are saying is they don’t value your intelligence, or your X-factor. And that means one of two things:
If the second is true (and my experience shows that it usually is), then you need to improve your ability to get prospects and buyers to understand your intelligence and the value it represents. Stop focusing on all of the stuff you “do” and instead enable buyers understand what your intelligence means.
My next post will center on a key approach for doing just this.