Without exception, every owner and director of a small business (or large one for that matter) wants demand for their services to increase. Whilst you may get some who claim they have all the business they ever want, they always want more.
So how do you generate more? How do you create more demand?
Value + Evidence = Demand
So what are the raw ingredients of demand?
The worth of something compared to the price paid or asked for it”
The perception of value does, of course, vary from individual to individual. What one person thinks as good value will not be the case for another; let’s look at a couple of examples:
First Class tickets: does the £4,995 cost of a return to Dubai at the front of the plane represent good value? Can a business person really get £5K’s worth of work done in there that they couldn’t get done further back, or is it just a status symbol?
London Eye Tickets: at £21 each, is that a good price for the views over London from the top?
Easter Eggs: as the most recent time of the year where we traditionally fleeced, can anyone say that Easter eggs are good value?
All of the above are really consumer purchases and the level of perceived value can be seen relatively easily. For many business services, it’s not quite so easy because of the complexity of the service. Value needs to be:
- Clear: how well is the value shown?
- Believable: will the prospect think you are telling the truth?
- The right price: the phrase too good to be true is rarely incorrect.
Talking about the product, about how it can help and about how the price is just right is a key marketing function. It is this content that gets your target audience interested and gets them coming to your website and reading more. The next thing they want from you is to prove your words aren’t empty. They ask you to prove it. They want…
Marketing talks the talk. The question your target audience has is whether your product can walk the walk. This blog has talked about evidence a number of times in the past. Research shows that evidence is a key part of the buying process. B2B purchasers require evidence at all stages of the buying process, from the initial visit to your website, through initial conversations and during the actual purchase.
To me there are three key groups of evidence:
- Testimonials and case studies on the website
- Stories during the conversations
- Reference contact as a final stage
This blog isn’t the place to talk about each of these, and you can see my thoughts on blog content here, so let’s wrap things up here.
Simply put, if your evidence supports your marketing’s description of the value your product provides, you will create more demand. The groups of evidence listed above help your prospects through from awareness to interest and desire, then finally to the action of buying from you.
I hope this helps.