Demonstrate Your Value and Get Paid for It - Marketwerks
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Copyright © 2016 Marketwerks, Inc. 1 Bob Sherlock Copyright © 2016 Marketwerks, Inc. Demonstrate Your Value … and Get Paid for It
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Transcript of Demonstrate Your Value and Get Paid for It - Marketwerks
Copyright © 2016 Marketwerks, Inc. 1
Bob Sherlock
Copyright © 2016 Marketwerks, Inc.
Demonstrate Your Value
… and Get Paid for It
2Copyright © 2016 Marketwerks, Inc.
Agenda
1. Squeezed
2. Case: Sommersly Corporation
3. Escaping the Squeeze
4. Your Plan
3Copyright © 2016 Marketwerks, Inc.
Ever feel squeezed on prices?
"Even though our costs are going up, we don’t dare
raise our prices."
"We definitely add value for our customers, but we have no method for baking that
value into our prices."
"We have excess capacity we'd like to fill, but not at the prices we'd have to
accept."
Squeezed
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What happens to your business if your
services and products are treated as commodities?
Consequences of The SqueezeSqueezed
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Not easy to fix…
What stands in the way of
increasing your customers’
willingness to buy at prices
more favorable to you?
Squeezed
Copyright © 2016 Marketwerks, Inc.
If paid what your solutions are worth…
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… What would that
make possible for
your company?
For you?
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Case Discussion: Sommersly Corporation
3 Strategies to Get Out of the Squeeze
1. Unpack
2. Find their biggest value
3. Pick and price
Escaping The Squeeze
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1. Unpack the bundle
Identify all the services Sommersly provides
Escaping The Squeeze
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2. Find their biggest valueEscaping The Squeeze
• Identify Sommersly’s distinctive problem-solving, value-creating capabilities
• Connect their capabilities to the outcomes customers and prospects want
• Estimate how much their solutions and individual services can be worth to customers
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3. Price a service that’s been freeEscaping The Squeeze
Charge for it… or cite a value and zero-invoice it
Copyright © 2016 Marketwerks, Inc.
3 actions to get out of the squeeze
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1. Unpack their services bundle2. Find their biggest value3. Price a service that’s been free
Summary: Escaping The Squeeze
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Where is your opportunity?Escaping The Squeeze
• A service that creates value for customers
• You don’t get paid for it
• Takes significant resources to provideo One-timeo Over time
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• What stands in the way of charging for, or getting credit for, a service?
• How can you get past the barriers?
Where are the barriers?Escaping The Squeeze
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What’s your plan?Escaping The Squeeze
Action Plan (Who, When, Where and How)
Unpack your services bundle
• • •
Find your biggest value• • •
Price a service that’s been free
• • •
15Copyright © 2016 Marketwerks, Inc.
Free article
Visit http://www.marketwerks.com/stop-commoditization
to obtain this free article
16Copyright © 2016 Marketwerks, Inc.
Could you use a boost?
Marketwerks serves executives of manufacturing and B2B services companies whose sales teams lack a compelling answer to “Why should I buy your solution from you—especially when you’re more expensive?” or “Lower your price or I’ll buy from someone else.”
We help our clients get paid what their solutions are really worth—and attract customers willing to pay more for premium value.
Bob SherlockPresident
Marketwerks, Inc.1900 E. Golf Rd. – Suite 950Schaumburg, IL 60173 USA
