I feel sorry for those people who try to get me to sign up for credit cards in airports. They may as well be offering cancer. Talk about a strategy that has had its day. I never see anyone signing up for cards, but I still see the same kiosks, the same hopeful sales people calling out to strangers.
The truth is that at one time the promise of a free plane ride was enough to get a person to sign up for a credit card and now most of us (in airports anyway) have enough airplane points to fly us, and everyone we know somewhere. Another flight has no value to me.
You probably hear a lot about the magic of the value add, it’s as if we believe that if we talk about it enough its actually happening. When you want to bring value to someone, you better understand what it is that they actually value. You can assume, or guess but your result will be sporadic at best, and your ROI (return on investment) pretty low.
If you want to be indispensable to your clients and others who are just like them, then you need to understand what it is that they value. What is really important to them?
You will find that whatever it is that they buy from you, is secondary to why they buy from you.
When you connect with people on values, you connect with the person and not the consumer.
