Entrepreneurs are so busy, so excited about serving their customers, that they often overlook value deeply embedded in their services. Value is embedded in the processes by which they service customers, price customers, collect money from customers, communicate with customers and practically every other interaction. As a coach, it’s fun to “unearth” that value. But when on your own, you often can’t see it, or don’t even know it’s there.
I call this Veiled Value. And it’s dangerous, because veiled value is no value at all if you can’t request a price for it. One of the greatest strategies firm owners or business owners can do is unearth the value they are delivering, display it before their customers, and effectively communicate that value with an adequate price. Read more