Value Talk: Communicate Your Value Proposition to Find Success
A value proposition is the unique experience that the business promises to deliver to its customers or clients.
Competition in the optical industry is fiercer than we have ever seen, so doing an excellent job of educating consumers about what you do and the value you offer is critical.
Identify and communicate your value proposition and you will find success.
Where to Start
Identify what your business does that adds value and makes you stand out. Be sure your team is aligned!
Does the team really understand your value proposition and are they able to articulate what you do and what you offer? It is a big mistake to assume they do.
STORY TIME:
Let me share a story about assuming people know what you do. Several years back, I had been promoted to a position that I had been working toward for some time, Director of Eyecare. One day, with my son, someone asked “what does your mom do?” His response: “the dishes”. He was not wrong. That is what he saw, that was his perception. I had never ever taken the time to explain to him what I do and the value I bring to work. The moral of the story: do not assume the know.
When working with staff, involve them in defining the value proposition your company offers. Incorporate their ideas and be clear and specific with them in terms of why people should buy there. When they truly understand the things that set you apart, they will be invested and supportive.
In addition, take the time to explain details like pricing and value. Optical staff often do not understand the big picture.
In eyecare, many staff feel the business changes too much for products or services because no one hs taken the time to explain. I have heard this time and again. With eyewear, your staff only see the price of the lens and frames and may feel the markup is excessive. They assume the owner makes all that profit. What they do no understand is all the costs that go into the delivery of that product: like costs for the nice up-to-date space, top-of-the-line equipment, advertising, generous assortment, skilled and trained staff, complimentary fittings, adjusting, problem-solving, complimentary drinks, insurance, shipping costs, technology, extra training the doctors have, convenient location, evening and weekend hours, the list goes on. What about the value of preventative health care? How can a price be put on that?
Their perception is their reality. Influence their reality - explain.
Communicate the Value To the Consumer
How and when to communicate your value proposition to your customer:
Marketing - when you have an excellent value proposition, it is easy to be loud and proud about what you offer. Share with consumers based on what is important to them - preventative health care, customized lenses, large assortment of frames, experienced staff, convenient location and hours, doctors with special interests.
Booking the exam - take the time to explain what all is included in your exam cost and why it’s important. The most crucial step - offer to book the exam, doing competitor shops for my clients this step is missed the most. Offering to book is a sign you are confident in what you offer and know you are the best place to take care of their eye health.
Through the patient experience:
Standard of Care: take the time to explain special testing, what you are doing and why.
During exam, talk about eye health and preventive health care.
Transitioning a patient to a team member, highlight your team’s skills. For example, when transitioning a patient to an optician, let them know you are having this optician help because they are especially skilled at fitting progressive task lenses. Transitioning to contact lens fitter, mention how they are such a good teacher.
Identify Gaps
Is there a gap between what you want and what reality is? If there is, fix it! To identify the gaps:
ask the team for feedback and observations;
pay attention to consumer feedback, view this as a gift versus criticism;
visit other businesses - identify what value they offer that you appreciate.
Consumers Will Pay For An Experience They Value
The success of Starbucks is based on their unique value proposition. They offer customers the finest coffee produced by themselves, with a strong commitment to creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.
Your business can change whatever they like if you have a solid value proposition if you don’t believe me, look at the $6 drink you buy regularly at Starbucks. The $6 promises more than the drink; it is about excellent customer service, creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.
Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran who founded and is CEO of Lead Up Training & Consulting, a company specializing in identifying business gaps, implementing solutions and developing leaders.
Article as seen in Optical Prism