Last week I attended a two-day Implementation Accelerator at Infusionsoft Headquarters just outside Phoenix, Arizona. You might be familiar with the company; they are well-known for their high-quality marketing automation software. They also have a reputation for extraordinary customer support. We’ve been utilizing their software for several years.

Because we’ve wanted to make our Certified Go-Giver Coach program more scalable, thus available to more people, my “de facto” business partner, Kathy Zader (a/k/a, Agent 99 – meaning she does all the work while I, Maxwell Smart/Agent 86 get all the credit) and I participated in this implementation intensive.

Their large headquarters is an old sports complex so one area is literally on synthetic turf with football yardage markings (too cool!). Another area is a basketball court. And, all over the high walls are written proclamations regarding their values, mission, vision, and goals, all totally customer-focused. The two-day implementation lived up to every one of their stated intentions.

To say it was excellent would not do it justice. To say they came through on everything they promised would be a drastic understatement. To point out how meticulously they focused on providing value to their customers would not come even close to qualifying their commitment.

But, it was the shuttle service that actually underscored the heart of this company.

Here’s what happened: On the first day, after being greeted by the very sweet and helpful Infusionsoft Executive Assistant, Alyssa, the shuttles which they’d arranged to transport the attendees from the hotel to headquarters took more time than expected. This, because most of us had gathered around the same time. Now, please understand that it was totally “no biggie” and – as far as I know – none of us gave it a second-thought.

The morning of the second day, however, was totally different. There was no line; no waiting. In fact, several of us thought we might have arrived late.

“Not at all” Alyssa explained. “I didn’t like that you all had to wait yesterday so I arranged to have more shuttles and for them to begin arriving earlier so it would be more convenient for everyone.”

Wow! This speaks volumes; about the company, and the alignment between their stated and actual values.

1. They live what they do. They help people systemize their businesses by implementing better, more effective processes. And, that’s what they did for their own implementation even just in terms of making their shuttle service more effective.

2. They focus on delighting their customers…Now! They didn’t think about it and decide to do it “next time.” And, they weren’t interested in simply satisfying their customers. Their goal was to WOW us, and do it now! And, they did both!

3. They trust their team members to know and follow their values. Alyssa did not have to send memos up through a bureaucratic maze in order to make this happen. She was empowered to do what needed to be done. And, she did!

T. Harv Eker says, “How you do anything is how you do everything.” Yes, the little things done by an individual or a company speaks volumes regarding how they’ll do the big things.

And, Infusionsoft — and their entire team — proved this to be true from beginning to end.

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{Note: Give us just a couple more weeks and we’ll have the brand-new system for the Certified Go-Giver Coach program implemented and ready to go.}

There are many reasons why people will say “no” to buying a product or service they were considering and would like to buy. Often, it is money-related. Always, it is price-cost-value-related.

There is an economic law that is immutable and unchanging. It has always been, is now and always will be. And unless other Universal Laws such as the Law of Gravity change, this one won’t either.

“People will exchange their money for that which they feel is of equal or greater value than the money they are exchanging it for.”

Obviously, the more perceived value as compared to the price (or costs) involved, the greater the chances are that they will make that exchange.

What is meant by “costs”? There could be time costs, money costs, lost opportunity costs (i.e., choosing your product rather than your competitor’s) and many others.

Remember, our prospect has their own reasons for buying based on their needs, wants and desires. So, we must be able to communicate that the value they are receiving is higher than the price and the costs.

What is your method of doing this with regards to your product or service?

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{Note: The Holidays are fast approaching. If you’ve thought of giving The Go-Giver and/or It’s Not About You as gifts, it’s not too late. If you’re interested, our friends at 800.ceoread.com are even offering a Holiday Gift Special on these two books.}

Should I cut prices? Perhaps offer discount coupons? Charge less but give less value? Stick to my guns and stay at the same price point, focusing more on communicating the value I offer? Or, charge even more and find ways to increase an already-exceptional buying experience?

Indeed, an ongoing theme in this blog and in many others is the issue of Price vs. Value.

Many of us do our best to persuade our readers that rather than submit to price-cutting pressure from prospects and a general price-lowering trend as a result of the economic climate of the past few years, that you instead increase the value (both real and understood) of your offering.

In other words, sell on value; not on price.

This is one reason why referrals, introductions and word-of-mouth are so important. Because you meet new prospects as a result of borrowed influence; that of someone they know, like and trust, you are viewed in a different, more positive and — dare I say — value-based light.

One helpful saying I either heard or read many years ago rings very true to me, and that is, “A person will exchange their money for that which they feel is of equal or greater value than the money they are exchanging it for.” Naturally, the more value they perceive compared to the money they are paying, the more likely they are to make that exchange.

There are several other sayings I love regarding the trumping of value over price. Famed consultant Alan Weiss, author of Million-Dollar Consulting says, “Money is never a resource issue…it is always a priority issue.”

Tele-Selling authority, Art Sobczak, author of SMART CALLING sites one of his early mentors who told him, “There are no price objections; only value questions.”

Zig Ziglar’s awesome vignette regarding Price versus Cost has proven so valuable to me throughout the years that I often repeat it from stage…in Zig’s voice.

Two more of my favorite sayings in this regards are from John Ruskin (1819-1900). You can read them here and print them out if you’d like.

And, with all that said, there are exceptions. Sometimes price is indeed the true issue, and the sale is unlikely to happen regardless of the value compared to the price. However, in these instances, it’s not an objection; it’s something else.

Exactly what is it? We’ll look at that next.

I often receive a question with regards to Networking; especially within the context of either formal or informal business/social events. And, it’s a very reasonable question. It usually goes something like, “should you focus on meeting a whole lot of people or just a few people with whom you can make a deeper connection?”

This inspired me to post the following on my Facebook page:

“High-quality relationships lead to high-quality referrals. So, focus on
quality over quantity and receive an even greater quantity of quality.”

In essence, I believe the question is, “Should I go for quality or quantity?” And, while — all things being equal — quality is preferable to quantity, there’s good news (and it isn’t that I just saved a boatload of money on my car insurance by switching to Geiko). The good news is that not only is there no need to sacrifice one for the other…one tends to lead to the other.

Focus on quality, sure. Begin with your initial conversation where you ask “Feel-Good Questions” and, if appropriate, the One ‘Key’ Question: “How can I know if someone I’m speaking with would be a good prospect for you?” Then continue to provide this person with terrific and ongoing value. Do this consistently and you’ll begin a chain of events that will lead to high-quality referrals and introductions to others; high-quality others to whom you can focus on providing that same high-quality value.

Just as money is an echo of value (focus on providing exceptional value to your customer and the money is much more likely to follow than if you focus on the money) and receiving is the natural result of giving, focusing on quality rather than quantity…will result in much more of both.

Make sense? Would love to know your thoughts.

Recently on Twitter, I found a link from SellingPower Founder Gerhard Gschwandtner to an extremely inspiring story. It had to do with a sales team that explored a way to find more people to serve where (or, I should say, when!) most would not have looked.

Yes, this took place back in 1949. Yet, today, when so many are complaining about the economy, it brings to mind just how great our economy can be when we are willing to proactively seek ways to create something out of nothing.

So, take a look. Notice how many of those prospects were delighted to be helped. Fortunately, for them, they were approached through this very creative action.

Of course, I’m not suggesting that what worked for Mr. Wedge’s team would or wouldn’t work in your particular business. I guarantee you, however, that there is always something you can do to create more value opportunities for others and give yourself the edge.

Remember, while we cannot control the economy, we can absolutely control our economy.

But it won’t be from standing around complaining.