The airlines have successfully added value with their frequent flyer programs. Loyalty programs like these are one way of insulating yourself from price cutting opponents. I believe that one of the most effective ways to add value to your product is to educate your marketplace. As Noel Whittaker has proved, people develop a strong allegiance to those who educate them. Even if you don't wish to go to the trouble of writing a book, you can educate your market with free reports, seminars, newsletters, advertorials and informative brochures and promotional material.
Nothing makes consumers more price sensitive than lack of knowledge.
Accordingly, if you take the time to educate your potential customers you can reposition your company into an entirely new category in the consumer's mind. Noel Whittaker has done exactly this. As you can see, it is possible to buy new clients without selling your corporate soul. If you've stopped receiving AdVerb, click here to update your subscription. Most sales processes are designed to under- perform.