5 Steps for Generating New Business at Higher Prices

5 Steps for Generating New Business at Higher Prices:

Attend John Doerr's March 20 webinar to learn more about how to attract buyers who are willing to pay the prices you deserve.

Who doesn’t want new business? Who doesn’t want new clients who pay higher prices? No one.
How do you make those things happen? It all revolves around the value your provide—and the value buyers perceive, says John Doerr in a recent interview, The Biggest Mistake People Make When Cold Calling Prospects.
“The concept ‘why buyers want to pay more for your services’—well, they want to pay more for your services when they believe that it’s something that will make a difference and it gets to the value,” he says.
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Listen to the complete interview here:
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In fact, Doerr says there’s a five-step process that will help you generate new business at higher prices. Follow these steps, which he will explain in detail in his March 20 webinar, and your value will shine through.
1. Focus on Your Value
Doerr says too many service providers concentrate on the services they offer or the tasks they perform. “They see their value as ‘well, let’s look at the process we use or let’s look at this neat approach we have,’” he says. “Because of that, they don’t really step back and concentrate on the value. So, that’s step one—you have to focus.”
2. Know Your Value
It seems pretty basic to say you should know what your value is, but many firms don’t know why their clients buy from them, Doerr says.
“They come up with things that are not measurable or tangible,” he says. “But even worse, they come up with things that have never been validated by anyone other than in the organization. So, they may say, ‘We have the best technology.’ And then you talk to their clients, and you find out that’s not why they bought. They bought because it was the most comprehensive and they were the easiest to buy from. So, not only do you have to know your value, but you have to validate it by checking things out.”
3. Articulate Your Value
Whatever your value is, you need to articulate it in a way that substantiates it, that is believable, and answers the question about what you provide.
4. Sell Your Value
Most selling methodologies talk about a buyer’s pain, but they leave out their aspirations. You want to find out their goal and the dreams they have, Doerr says.
“For some, the value is not that we take away pain or fix problems but that we help people achieve something that they couldn’t achieve without us,” he says. “So, how much faster could [their business] grow? How much more positive would the PR coming to [their] firm be? Those are the types of things that are value for some clients. If you only sell the pain part of your value, you may be missing out on a big part.”
5. Deliver Your Value
The selling process in professional services does not end once the ink on the contract is dry. In a sense, that’s just the beginning, Doerr says.
“The selling process continues as you deliver your value,” he says. “And one of the best sales points will be in how well you deliver your value, [which determines if] you get repeat clients and how much you get in terms of referrals. And that’s all based on how well you deliver your value.”

Why Your Clients Want to Pay More for Your Services

Learn more: Attend John Doerr’s webinar Why Your Clients Want to Pay More for Your Services on Tuesday, March 20, and learn how to effectively communicate your business’ value in order to attract more buyers who are willing to pay you the fees you deserve.