Customers buy differences they perceive, and they buy value.
Value can be defined as the benefits a customer receives divided by price they pay.
To increase value, you’ve got one of 2 strategies—decrease the price (so that perceived value exceeds price), or increase the benefits (perceived or actual). We know that the former is an exercise in futility, so that leaves the latter.
What are the things can add that customers wouldn’t ordinarily expect? And these don’t necessarily need to be tangible items that can cost you more.
What things do you add already that your customer may not be fully aware of?
Sometimes just pointing these things out can help customers understand the value of what they’re getting from you.
Look at the simple activities you perform in the course of delivering your product or service to customers. Do you give them clear, straightforward advice and solutions to their problems? Do you follow them up in a timely manner?
This gives customers the perception that their needs are your priority, that they are important, and keeps them coming back for more.