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A Marketing Article by Craig Valine: "The [Former] Struggling Consultant"

"Education Builds Credibility With Your Prospects"

If you're in a sales position of any sort, or you're a customer or client of someone "selling" you, you know that the most common response to an objection or concern from a salesperson is to cut price.

I know. I've been in sales since the age of eleven. And when it got tough to sell what I had to offer, the very first thing I did was cut the price on the very thing of value I was offering. It wasn't that I didn't think what I was offering was valuable. It was that I just never thought to list the ‘reasons why’ they would benefit from what I was offering.

Well, I'm here to tell you that if people perceive you as being like everyone else, then all they have to go on is comparing price.

The job then is to educate your prospects on the enormous value you deliver. Otherwise, it seems you're just another company delivering just another commodity product or service.

The secret to establishing value for your product or service and building credibility with your prospects and customers is simple: Tell the truth.

If your product or service costs more than your competitors, tell them why. It will create value that they didn't see before.
If your product is made with a stronger material than your competitor's, tell them why. It will let them know that your product is more durable than your competitions.
If your guarantee is longer than the competition, tell them why. It will show that you truly believe in your product and are willing to stand by it, no matter what.
If you do business differently than anyone else in your industry, tell them why. It'll show that you're not just another commodity and copy-cat business.
If you're selective about whom you'll do business with, tell them why. It will revere them as special and increase their confidence in doing business with you over and over again.

You see it's very simple. Educate them. Tell them the reasons why and you become not only the leader in your industry, but the business that your customers want to follow and respect.

How many businesses you do you know that actually tell you the "whole truth" about a product or service or special they're offering? Not many. And the one's that do explain the ‘method to their madness’ are the one's that are very successful.

Honesty and education breed credibility and trust.

Avoid being vague when you communicate an offer. The truth, and nothing but the truth, will help you become the business leader you are destined to be.

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ABOUT THE AUTHOR: Craig Valine is the Director for the Glazer-Kennedy Insider's Circle, Glendale/Pasadena Local Chapter. He is also known as "The [Former] Struggling Consultant". Visit his site and get your Free Audio CD, "The 5 Pitfalls Most Independent Consultants Make...and how to solve them" at http://FormerStrugglingConsultant.com