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How many times has this happened to you:
You are speaking with a prospective client and you think that everything is going well. It seems like they are willing to invest in your solutions. But, when they ask about price, you inform them of the needed investment and they go silent. They immediately start back peddling and state that your price is too high and you are out of their budget.
The problem is that you haven’t proven your value.
You haven’t shown that you are worth the investment. You haven’t given your prospects a reason to adjust their budget and make you a priority. You have to blow your prospects away with the value you can offer and the quality of business you can deliver. And you do this by building a relationship with your prospects, which will automatically help you overcome price shock.
LinkedIn is a relationship marketing tool that can help you get prospects to the point where they are no longer worried about price—they want your products and services, no matter what.
1. Keep your profile in front of your prospects’ faces.
Once you create a strong LinkedIn profile foundation, you need to keep yourself on top of your prospects’ minds. The best way to do this is to regularly add new content to your LinkedIn profile. Put new articles in the publications section; add new presentations and videos throughout your profile. Use LinkedIn’s new content platform to provide “influencer” articles that position you as an authority. And make sure your prospect connections know about the new content so you can prove your “worth” and “value” on a regular basis.
2. Build your own community.
If you check out my Get Help with Linked Strategies group on LinkedIn, you’ll notice that I have built a community of sales and marketing leaders at organizations like Dunn & Bradstreet, Cisco, IABC, Pitney Bowes Software, IBM, Axion. By creating my own LinkedIn group, I am able to educate prospects and show them the value that I have to offer until they break down and say, “I’m ready to move forward.”
3. Regularly provide prospects articles and case studies that solve their specific problems.
By regularly giving valuable information within your LinkedIn group that your prospects can learn from, you will be able to prove you are worth your cost. However, you must be willing to set yourself apart with your articles, videos and discussions by offering information that no one else is giving. You need to show case studies that not only showcases the results you are getting for clients right now—but also why your clients need you and how you are different from your competitors who may be offering the same services at a lower cost. You need to show your uniqueness and how that uniqueness will help the prospect. Lastly, you have to show that you can solve my specific problems and challenges.
Prove to your prospects that you understand their solutions—and that you are the “only” expert who can help them and they’ll invest in your products and services no matter the cost.
4. Become engaged with a lead engagement program.
Forget the blanket email messages you’ve been sending to prospects on LinkedIn. Create customized messages that provide relevant content to the prospects you’re connected to, and those that are inside your LinkedIn community. The content you provide should be based on the actions your prospects are taking on and off LinkedIn. The content should be based on what content they are liking or commenting on, what questions are they asking in the different groups and what reports are they opting in for. By providing personal attention and information they need now, you are more likely to build and nourish relationships.
Follow my tips that will help you “communicate your value” on LinkedIn and you’ll overcome price and budget objections in the long-run and shorten the buying cycle.
Kristina Jaramillo is the Founder of GetLinkedInHelp.com
To learn more about social media marketing, visit our website, or download the free e-book.
