Her customers paid her upfront and told her they would wait in line till her stock arrived.

The true story and case study of a Skincare business. It was late 2020 when the lockdown was rounding up in Nigeria. During that period, I held a business training program called The Business of Your Business... that lasted 10 days.

So this lady who had been a volunteer for one of my other projects reached out to me and told her about how she wanted more customers for her business

She wanted to know exactly what her business needed i.e. to get people to buy from her regularly.

She had people pay up and wait for her to stock new products. They cared less if they could get it elsewhere

let's explore why they won’t mind waiting for days until she gets new stocks and how you can do it in your business.

I told her one thing, which changed the game for her business.

Fast forward to 4years later, I now know very much, why exactly they prefer to wait for her to stalk product.

It is simply because they got value but in an uncommon way.

Here is what I told her:

"on your status educate people about their skincare, share quality ideas regularly and tips

And that way people will be deliberate about how they engage your business. They are constantly checking your next post to get value from you”

As simple as that may sound, let me tell you why it worked so well that they would rather wait to get her stuff

There is a store in my area, it's like the 3rd street from where I live, but I wonder why I would choose to trek to the store to buy items that I can buy just a few blocks away

I would trek past some of these smaller shops to buy from a place farther away. These other stores also sell cheaper, so it is not a price.

Most of the time, everything I wanted to buy was just a few blocks away… like 5 blocks from where I am but no I would rather go to that one on the third street. The only thing I would not buy from them is water just because I want to avoid the stress of carrying it from a long distance

I would prefer to buy that water at a nearby store even if it was not cold (Although I prefer it chilled)

So why? Here is it:

They have so many things that I could just keep buying - It gives me a kind of assurance that they will have anything I might want to buy even if I don't know it yet.

I can pay using different options, cards, bank transfers, and cash

That is what I want to show you.

Whatever you do as a service or sell as a product, make it easy for people to get what they want without needing to sacrifice what they love to do, and ensure you save people time.

Practical Application.

Value can be tangible or intangible and can also be both

When tangible: it could be a cold bottle of water inside the hot sun

When intangible: It could be how you feel each time you are given the water: how the water was served e.g culture and packaging e.t.c

Is there a way to ensure consistent delivery of value in business, so much that people want to do business with you?

Yes. These 4 Major ways

• Providing a Guarantee or what others would call the likelihood of achieving their desired outcome
• Save people time. Can you help them achieve it in the less time it usually takes to get it done?

This can happen when you have processes in place.

A practical example is when I need to help my client create reel video ideas to boost their visibility. So the question was…

How can I ensure that they can get the desired outcome, in a faster way, that would require little effort from them and they won’t have to stop doing what they love doing?

The remaining 2 are:

• less effort and,
• not needing to sacrifice anything they already love doing.

To help them achieve it, I created a document where I have written pre-framed questions and all they are required to do is answer with a phrase or two

They send it back to me, and then I take the ideas there and blow them up into short scripts for reel using hooks, storylines, and CTAs

Similarly,

I also know it will be difficult for them to flow with the content I wrote because it is not originally theirs. It will take continuous rehearsal before they can easily flow with the script. I know that oftentimes, they don’t want to rehearse and keep repeating sessions just to produce a single reel video

So what did I do?

I give them the framework and attached guides on steps to follow to ensure they never need to rehearse before they can produce something great.

I told them, that instead of recording and stopping in between to re-record sessions, just pause per one phrase or sentence to look at each sentence and then look back into the camera to record. The rest is editing for me to do

And you know one interesting thing is that the processes and framework not only helped them get the best out faster it also helped me and saved me time.

I don't want to start naming each video, finding which one to join with another, and spending hours reviewing them. So they shoot in one video and I know where to cut out

Save people time, and help them get rid of stress. Help them reduce the effort it takes or would normally require. You just saw how I helped them avoid having to keep re-recording scripts. That way they know “hell yeah, I just need to look up and record a sentence in my own words.”

Don't let them do stuff that requires them to quit or sacrifice what they love to do.

If they love doing something, doing business with you shouldn't make them quit.

If it does, that's not value creation.

Can I still eat my chocolate and have white teeth, if yes then I'm buying your chocolate - that is what customers want

For the skincare seller, I mentioned earlier. The reason why people prefer to wait is that they know that when they buy from her, it will be easier to get her into her DM and ask for her recommendations on subsequent skincare issues. She already gave out education but people always want access to credible knowledge experts even if they don’t need the service right now - yeah it's a kind of security

People know if they pay her for her product, they will easily have access to her, should they suddenly need it.

People don't want to ever be stranded and they like dealing with someone they are familiar with, someone who has given them value before.

That is value creation.

Save people time

Make it require less effort from them

Let them keep enjoying what they love doing

Give them a great experience.

Whether you are creating content on YouTube, doing podcasts on Spotify, or a phone call answering customers' inquiries, you should focus on creating value. Make things valuable. Give value away.

Need ideas to improve your business? Book a FREE 15mins session to discuss your plan and get my recommendation. I don't upsell you, I qualify clients before working with them. So go ahead and book today