Do you and your Employees Really Believe in the Value of your Products?

One of those days – the internet access at my home is dead today. I love to work at home, but I have no choice right now. So, I need to go out and find a coffee shop or similar for the WiFi – I’ve got hundreds of emails to sort from and dozens to reply to, so it’s kinda urgent.

I’ve finally decided to go to a popular chain near my home.

I ordered some snacks and an espresso. As I was about to pay, to my surprise, the staff said to himself, and another staff heard it and respond with a smile, “it’s too expensive for something in a small cuppa like this.” He snickered as he said that, feeling absurd about the pricing on the espresso (and why a silly customer want to pay for it.)

I overheard and just smiled and just carry on paying for what I’ve ordered.

Sitting down sipping my too-expensive espresso, I said to myself, “If the staffs don’t believe that the product pricing is justifiable, how can he serve customers well? Why on earth are they working in a place they don’t trust and believe in? On the flip side, why on earth does the shop owner hire staffs who don’t share his/her value and strategy – including pricing?”

The whole situation reminds me on the industry I’m in in the past 8 years – online business and make money online. In this industry, so many people are thinking like that coffee shop staff. I was one of them, but not anymore.

It began with $5

When I was starting up, I was literally working for peanuts. I remember that I am writing for a client for $5 and publish it on one of my blogs (I did those $5 gigs even before Fiverr exists.) And I wasn’t alone. There are many others who are working for a fiver; today, they are still working for fivers.

A couple years later, I finally realise that my time and talent worth more than $5. So, instead of doing price wars trying to lure clients on my side, I decided to reposition myself and charge a premium to attract clients who value quality more.

I remember that I was feeling ridiculous to the fees and prices I was asking, and silently shaking my head how on earth can I justify my price list – just like the coffee shop staff I mentioned above.

Surprise, surprise – your pricing determines the type of clients you attract

I decided that focusing on high-end clients is worth trying, and I ensure myself that quality comes at a price. I gradually change my mindset, and not long, I am comfortable with the prices I set, as I believe that I can over-deliver my service offered.

Of course, that was a trial-and-error: I will adjust my prices depending on the response I am getting. I was actually ready to reduce my prices, as I still half-believe that I can justify my price tags.

Then what came next hit me: Slowly but surely, potential clients – a different kind of clients – contacted me for my service, and they are not the price-conscious-kind of clients. They value my service based on impact and potential, and they do think that my price is fair.

I end up generating much more revenue from a handful of happy clients than from the many I’ve worked with in the past. I end up working harder to over-deliver, to provide more value to my clients.

And guess what – premium clients appreciate my service quality and think of me as a business partner; low-cost-seeking clients think I’m just a tool in their biz system – just a moving part in their biz engine.

Obviously, the former rocks and the latter sucks.

Lessons learned

Going back to the snickering coffee shop employee, it is crucial for you, the business owner, and your staffs to know the value you are offering – and believe that you can justify the price tag you charge customers for the quality of your products.

Staffs who understand why a cup of espresso costs that much will have the passion to over-deliver – via seemingly simple acts, like smiles, courteous conversations, and a positive vibe – not snickers and puzzled looks, and an awkward vibe.

If you, the business owner, believes in your quality products, then make sure that your staffs share your beliefs; teach them more about your business value and if they don’t share your value, just find the ones who do.

Of course, I’ll go back to that coffee shop someday. It’s a nice place with good vibe and ambiance – something that boosts my creativity. If only the staffs show a better appreciation to the shop’s products and brand…

So,, have you ever experienced something similar? Please share yours.