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When thinking about adding value, most solopreneurs take it a little too literally. They want to give more in either physical products or with their time.
While those can add value for some customers, the biggest value drivers are intangible.
Marty Neumeier, the author of The Brand Gap, is a branding expert who identifies 25 intangible ways to add value. While he’s talking about them from a branding standpoint, there are 8 in particular that work well for adding value to your services.
WHY IT MATTERS:
Most personal service solopreneurs have competition that offers nearly the same thing they do. To keep and attract more customers, you have to find ways to add value that your competition isn’t.
WHAT’S NEXT:
Before You Add Value To Your Services
Authenticity
Availability
Belonging
Certainty
Guidance
Hope
Personalization
Simplicity
Before You Add Value To Your Services
As you read or listen to the list of ways to add value below, consider which ones resonate with you the most, make the most sense for the type of services you offer, and connect the most with your ideal customers.
Think back to compliments and requests you've gotten from customers. Think about when you were absolutely buzzing from such a good day and why that might have been. Consider why you decided to offer the services you offer in the first place.
You don't need to add all of them - pick one that feels the most right. Brainstorm how you might incorporate it into your business and test it out.
Once you have your first value add figured out, you can decide if you want to add more.
Authenticity
In services, authenticity isn’t about if a thing is real - but if you are.
This means being honest and transparent, especially when you may be incentivized not to be.
Ways you can add authenticity:
Sharing relatable moments that humanize you
Offering suggestions that are in the best interest of your customers, even at your own expense
Owning up to mistakes you make and making them right
Example 1:
A professional organizer who makes money on products helps a client choose between expensive, pretty bins and cheaper, clear ones. This client struggles with "out of sight, out of mind," so the organizer suggests the clear bins, even though they’ll make less money on the sale.
Example 2:
A personal shopper who works with clients who have recently lost a lot of weight may share their own weight loss transformation and the difficulty of trying to find clothes for their lighter frame but still seeing their previously larger body in the mirror.
Availability
Availability isn’t just when you’re available but also how, where, how often, and how flexible.
Ways you can add availability:
Offer multiple ways customers can access your services, such as in-person, video chat, email, or online chat.
Provide self-service options for odd hours or for those who need faster help.
Offer flexibility in how customers can communicate with you.
Have multiple options for where you offer your services, such as at your location, their location, or online.
Make your service more flexible with customization options, payment options, or a generous cancellation/rescheduling policy.
Example 1:
A mechanic may offer to perform certain services at preferred locations, such as changing oil while someone is at their workplace.
Example 2:
A residential painter may offer an online calculator to estimate project costs.
Belonging
We need look no further than Flat Earther and “birds aren’t real” groups to know that people have a deep need to belong.
Because of that, people tend to stay in communities that they enjoy being a part of. If you can create a sense of belonging through your services, you’ll create extra stickiness and value for your customers.
Ways you can add belonging:
Create an online group for people to join that have a shared interest
Create opportunities for customers to get together
Create a shared mission
Example 1:
A handyman who loves animals might make their business’s mission to help disabled animals find good homes and care. Part of sales may go to a cause, along with creating events around gathering donations that customers can participate in.
Example 2:
A tutor/coach who specializes in preparing gifted kids for attending high school early may create local meet-up opportunities so they can socialize and connect with peers.
Certainty
Uncertainty holds customers back from making a decision more than anything else. Help them feel certain about the service, the benefits, and your ability to deliver.
Ways you can add certainty:
Have relatable customer stories that you can share
Offer a strong, customer-centered guarantee
Share stats that show the success of your service
Outlining the process and how and why certain things are done
Clear, consistent communication
Custom service standards
Example 1: An interior designer who specializes in helping families with small homes could show examples of previous clients who were in a similar situation to the current client.
Example 2: A house cleaner who works with their client to create a quality assurance checklist that they use every cleaning and leave a copy after the cleaning is complete.
Guidance
Customers are bombarded with decisions, options, and information to consider. Help them manage this by offering guidance and a helping hand beyond what is already expected.
Ways you can offer guidance:
Interpreting results a customer received
Offering support through a difficult situation
Providing research or educational materials
Comparing their options, including your competitors, honestly
Sharing stories about what other customers like them have done
Example 1:
An HVAC technician may help explain the results of an indoor air quality report and offer next-step suggestions based on the report and their goals.
Example 2 :
An appliance repair specialist that recommends an existing customer see a different repair specialist who has more experience with a specific appliance. The specialist could do it, but knows that the other specialist would do an even better job in this instance.
Hope
The promise of what could be is like a siren song. It spurs action and helps us dig deep when things get tough. Give customers hope, and they’ll be more likely to follow through, be loyal, and pay more.
Ways you can offer hope:
Sharing clear, actionable steps on how they can achieve their goal
Sharing stories of customers who started where they are and achieved the same goal
Helping them achieve a quick win to show the possibilities
Example 1:
A career coach who helps moms get back into the workplace after taking years off to raise their kids could highlight the skills she has, the careers where those skills are highly valued, and a plan for connecting her with the jobs that interest her.
Example 2:
A cooking coach who specializes in teaching beginner cooks may choose a simple dish to start with that is a favorite of the student. They do great with the first dish that they enjoy, giving them hope that they can make more complex dishes.
Personalization
When something is ours or was made or done just for us, we tend to value it more.
Ways you can offer personalization:
Keep notes on preferences, likes, and dislikes and use them to guide your services per customer
Let customers create their own service packages so they get exactly what they want
Adjusting the services to match their skill level or interests
Example 1:
A tutor that adapts their lesson plan so it can be done while on a walk outside because the student does better when they get to move and soak up the sun.
Example 2:
A housecleaner that lets customers create their own cleaning service package by picking what they want and don’t want to be done.
Simplicity
If you can make something simple for customers, you don’t have to be the best in your field for them to choose you. People will often go with easy and good over the best but complicated.
Ways you can offer simplicity:
Remove unnecessary steps from the process
Keep communication simple and only request one thing at a time to avoid overwhelm or confusion
Take on work that customers may normally be expected to do
Provide clear steps on how to complete tasks that you need them to do
Example 1:
A concierge mobile vet who calls a new customer’s previous vet to get their pet records, making it easier for the customer to switch vets.
Example 2:
An interior designer who uses pre-designed room packages that include color themes, furniture choices, and decorations with a few alternatives. This eliminates the typical lengthy design process, with room for flexibility and easy-to-purchase options.
THE TAKEAWAY
To add more value to your services, you don’t need to get fancy or spend a lot of money. In fact, the things that add the most value for customers are often free. Nailing a few intangible ways to add value is a great way to improve customer experience and to keep and attract more customers.