Added Value is a timeless marketing strategy that works today and ten years from now. Photo / 123RF
One of the things I'm always looking for in marketing is strategies that are timeless.
In other words strategies that work well today, tomorrow and ten years from now.
Added Value is one of those timeless marketing strategies that always works.
Added Value can positively differentiate your business and make it very easy to create repeat and referral sales on a regular basis.
Here's a great example:
My colleague Business coach Andreas Becker works mainly with builders and tradespeople.
Andreas does an amazing job at helping his tradie clients to enjoy higher sales and profits in their business with a lot less stress and effort.
Andreas shared with me a wonderful Added Value Marketing Approach that he put into action for one of his builder clients.
Here's how it works…
1. When the builder has completed any renovation or building project they get the house or room professionally cleaned including the windows. (Clients love this added value and always comment how delighted they are with it.)
2. The builder then has a meeting with the client where they agree that the job is complete and the client signs off.
The builder has a payment app on his iPad and the client pays right there and then. This is the best time to get payment because the client is happy. It is also great for cash-flow and the money is dealt with and quickly forgotten.
3. Within 24 hours, the builder couriers a gift box and a thank you card to his client. This box contains all sorts of yummy stuff you can't buy at a supermarket. The cost is about $100.
4. At the same time a questionnaire is send to the client by normal post. This questionnaire asks the client for feedback and also reminds her of the things that were done that are not the norm.
For example we ask: "Did we leave your house clean and tidy?"
5. The builder asks for permission to use the customer's replies in their marketing and they always say "yes".
As you can imagine the feedback is typically extremely positive and if there are areas that need attention the builder can address it right away and get even more bonus points for being pro-active.
The builder includes a self-addressed envelope to make it really easy for the client to send the questionnaire back.
6. Once the questionnaire is received, the builders send a quick thank you card with a couple of movie tickets to the clients.
They also include 2 fridge magnets and ask them to give them to a couple of friends who might need a builder sometime in the future.
This builder needs to do no advertising and gets most of his work from repeat business and word of mouth referrals from his clients.
His prices are well above average and because of that he can invest in good quality equipment and hire above average trades people that he pays very well to do a top job. Which his customers really appreciate as well.
I love this great example of Added Value Marketing and I recommend you think about how you could adapt and apply it to your own business.
"Satisfied customers who will spread word of mouth are the most powerful assets you have." - Andy Sernovitz
If you are interested in using Added Value Marketing to create a huge amount of easy sales and delighted clients in your own business, then you might want to book an Added Value Marketing Strategy Session with me. It only takes 10-15 minutes and there is no charge or obligation. Just contact me on graham@addedvaluemarketing.com for further details.
- Graham McGregor is The Added Value Marketing Expert™. Register at his website www.addedvaluemarketing.com and Graham will give you a free copy of his brand new free guide 'Easy Sales with Added Value Marketing'. (This guide contains ten time tested strategies that any business can use right now to create easy sales and delighted clients and is with Graham's compliments.)
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