Value Counts More Than Price Alone!
By Richard Brody
Whether it is about selling or marketing a product, service, oneself, or effectively and meaningfully leading an organization, there is invariably a choice that must be made between simply addressing the price (or costs/ expense areas), or rather providing better value that justifies any expense and makes others believe that whatever something costs is well worth the expense. This requires a mindset that understands and perceives these four prerequisites: 1. It's not about what you pay, but what you get/ receive for that cost; 2. That value means different things to different people, and so both true value as well as perceived value must be addressed; 3. That whatever the expense or cost, that it fits a need and motivates others; 4. That it shows that you care!
1. Nearly everything that is done has some sort of associated expenditure involved. Those that lack vision (I often refer to these types of individuals as myopic leaders) focus merely on the costs and act to slash costs, often without examining or understanding potential ramifications and/ or alternatives. On the other hand, the better approach is generally examining expenses with the focus on productivity and purpose, and addressing what the expenses bring forth that is meaningful or needed. In other words, what do you get for the monies expended and is this the best use of those funds?
2. There is both real value, as well as perceived value. Often, those in positions of leadership focus on the expenditures merely in terms of how the monies were spent and whether they paid the right amount. Perceived value is not simply based on whether the correct amount was paid, but rather whether stakeholders received valuable services, etc., as a result of these expenses. In most cases, members of organization are far more interested in how they perceive the value that they receive for their money, than merely the absolute costs.
3. Does the program, service, or any other expenditure fit the needs, and thus motivate others to get more involved, care more, and are positive about their membership? Is the cost addressing either a need or some sort of niche that distinguishes the organization in a significant manner, which makes it more attractive to either belong to, or support in some other meaningful way?
4. When others perceive membership as being valuable, and it is combined with a leader with the attitude, integrity and desire to serve others, it is indicative of caring. In order for someone to lead effectively, he must prioritize value, and show how much he cares. Every organization fares better when its leaders care.
While price may sell a product once, it never attracts loyal customers, clients or members! On the other hand, when there is a perception of value, the result is generally more far reaching and longer lasting!
Richard has owned businesses, been a COO, CEO, and Director of Development, as well as a consultant. He has professionally run events, consulted to over a thousand leaders, and conducted personal development seminars, for over 30 years. Rich has written three books and well over a thousand articles. His company, PLAN2LEAD, LLC has an informative website http://plan2lead.net and Plan2lead can also be followed on Facebook http://Facebook.com/Plan2lead
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