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March 23, 2026

Constantly search for ways to add more value

Show Notes
Transcript

Constantly search for ways to add more value – Do you want to make price irrelevant? We go deeper into this component of a compelling offer.

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Hi, you have done to the censure. Wow crazy young.

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This is the pipe Man here on the Inventor's Pipe

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Man W four c Y Radio, the Positively Pipeman segment

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with powerful business strategies from Oh Michael Barberita, the Next

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Step CFO Guru and uh welcome to the show.

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Thank you Dan, thanks for having me. So today I

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want to talk about adding more value. And you know,

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if you go back to a couple of episodes that

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we had, we talked about you know, what are the

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components of a compelling offer. Well, there was scarcity, an urgency,

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there was risk reversal, Uh, there was bundling which we're

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going to talk about next week there and there was

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being indifferent to the outcome and being more transformational versus transactional.

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But today another the fifth component is adding more value

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to your product or service. So I think, as I

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mentioned in a previous show, when I was in the

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frozen cookie dough business, you know, I went in there

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with no experience and there were four thousand competitors and

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I was looked at like just another cookie dough. It

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didn't really matter how great it was the actual product,

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because there were four thousand other choices and so to

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try to differentiate myself from the competitors, I offered that

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one of the problems that they had is they wanted

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to offer cookies. If they didn't, or even if they did,

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they really could never bake them nice and fresh because

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they didn't want to utilize their other for something like

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the secondary or tertiary product like cookie dough. They wanted

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to if they were Pizza Polla, they wanted to use

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their ovens for pizza uh, or if they're a subshop,

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they wanted to use their ovens for subs. So what

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we did is we gave them a free convection of it,

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and that added that added value immediately to the cookie

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Doo product and made it total difference, uh in my

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ability to get into doors. And so by simply adding

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that value. And so today I just wanted to give

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some examples for roofing companies. I happen to pick roofing

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companies because they're kind of in the same boat. They're very,

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very competitive, and because of that, they're always negotiating lower prices.

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You know, it's it's I don't know what what it is,

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where they've conditioned the consumer to never accept the first

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volley you know, the first estimate because they've done a

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great job of conditioning and scaring the heck out of

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business owners in the roofing industry virtue of always asking

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or getting a competitive bid that's the lower price and

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just being price shoppers, which you know, it just doesn't

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work in business today. And uh, by the way, price

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shoppers are the most difficult customers to deal with anyway.

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But anyway, yeah, so here but here it is. So

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some of the things that a roofing company could say

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is that, you know that that would show that they

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add more value to the to the product, or show

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that their product has more value. Is things like, you know,

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a lot of roofing companies take your you know, take

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your insurance money and disappear, and so basically, especially in

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an insurance situation, so one a roofing company could say

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that we don't take a single dollar until you see

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materials on your roof, and you keep half uh of

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the of the of the value of the job until

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the job is done, right, So something like that adds

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more value. The other thing is we guarantee your final

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price before we touch your roof, no surprises, no add ons,

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and no we found that another problem fee. So that's

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saying something like that starts to resonate with the customer

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because they're looking at it where you know that the

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estimate could change, you know, because oh, we found another problem,

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but this company is guaranteeing that if they find another problem,

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that's tough luck on the on the roofing company. And

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so just another example. People people never they promised a

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certain date and they don't deliver, They don't come to

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do the work on that date. And what the roofing

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company could say is we complete your roof on the

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scheduled day, or you don't pay full price period. And

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so that's another thing that reinforces the value that you deliver.

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Customers are worried that the crew installing their roof got

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hired last week, and so what the business owner can say,

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as long as they have these type of workers. Every

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installer in your job has at least five plus years

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of certified experience. We verify their background before they even

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step on your property. And so that's another area that

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they add value. Now, this is a very competitive business,

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keep in mind, but these are things that you can

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say that will add value to the customer. Get the

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customer away from price. Tide of roofers who never return calls, Well,

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your dedicated project manager returns every call within two hours

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or your next service call is free. So that's another

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another added value. Worried about your landscaping, driveway and windows

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surviving your roofshop, We photograph your property before and after

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and fix any damage that we cause at no cost

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to you guarantee. How do you know how do you

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know they're not using How do you know that roofing

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company is not using cheap shingles and pocketing the difference? Well,

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at our roofing company, we show you exactly what goes

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on your roof before installation. UH manufacturer direct, full transparency,

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no substitutions. So these are these are things that you

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can do. You can say or you can message to

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the customer or actually say it in your sales presentation.

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That adds more value and gets the customer away from

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the uh the the transaction. Yeah, yeah, and into the transformation.

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I think a lot of times people focus on price

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only because you haven't presented any value to them yet,

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and so that's the only thing they can go by.

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That's exactly right, and that's and and so we keep reinforcing.

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You know, one of the one of the clients, A

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couple of the clients we have are in the roofing

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industry and it's a very competitive. But I'm it's very

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hard to get the business owner not thinking about price,

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you know, and and dropping their price and how much,

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because sometimes it's endless. You know, they're dropping their price,

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but and they're looking at the gross profit. Here's something

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that they get that can trick them. They look at

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the gross profit dollars that they'll get on a job.

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If the job is fifteen thousand dollars, they might get

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three or four thousand dollars of gross profit at the

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bending over and on the price. They'll say to themselves,

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that's three or four thousand dollars that I could use.

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It's just not the way to look at it, you know.

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It's just not you know, because if you look at

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if you do those jobs in high quantity, you're not

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going to cover your overhead. And that's what's happening with

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a lot of these roofing companies. Their margins have then

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to begin with. Yet they're bending over just to get

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the jobs. And that can't that can't happen. And that's

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just roofing. There are other industries. Look the frozen cookie

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though business. There were four thousand competitors doing the exact

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same thing. There was only one way to differentiate. And

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it opened so many doors, and I even lost money

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on the on the opening order. But I understood. I

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believed in my product, and I understood in the long

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term value.

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That's and that's the bottom line too. With anything you're

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gonna buy is it's not what it costs, it's what

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the value of it is, you know, right.

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But but but the mindset of the business owner, and

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this is why mindset is so important in business. The

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mindset of the business owner is they're putting themselves in

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the position of the customer, and they're using either their

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wallet or a lower end wallet, and they're saying, oh,

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they probably can't afford it, let me give them a break.

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That kind of thing. It just doesn't work a long term.

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It's just a disaster strategy.

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When I train salespeople, one of the things I train

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them on is exactly that. Because of the fact that

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you know, listen, I mean, sales is a transfer of emotion.

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I don't think any salesperson should get in the mindset

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and they do all the time what they would do

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if they were the customer, because not everybody's the same,

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you know. So if you go in with that attitude you're,

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like you were just describing, you're going to have an issue.

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That's number one. Number two is the fact that you know,

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basically you have to find out what's valuable to those

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prospects and provide that value to them. And that value

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doesn't necessarily and most of the time doesn't just mean price,

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like you said, incentives something that gets them to act. Listen,

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I've bought stuff before just because it's something stupid, like oh,

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you're giving me this, you know, like if I get

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I'll give you a perfect example. There's one restaurant on

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their dinary wards. Every time you don't come for a while,

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they send you ten dollars okay, you know, to use.

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So of course I'm constantly going back to the place

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because they keep giving me ten dollars. What I'm not

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thinking about is the fact that I'm spending more than

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I would other places. Even though I'm getting that ten dollars,

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I just think of, oh, I'm not gonna and I

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do think of it as I'm not gonna were away

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of free ten dollars or giving me a free ten dollars,

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Why am I going to throw it away? And then

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sometimes when I don't take advantage of it, I'm smart

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enough to realize, oh, well, I just spent ten dollars

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on my dinner at home opposed to spending fifty dollars

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to get ten dollars off.

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Wow, incredible. Yeah, that's technology right, and that when you

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add more value, it gets the customer away from thinking

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about price and more. In the situations that I described,

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they might have heard, you know, stories about people, you know,

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people not showing the contract, is showing up late. Most

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most people understand that. They might have heard stories about

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when their insurance claims they take you know, one hundred

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percent of their money up front and then they just

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sit on it and you know, do the job like

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six six, seven weeks later. All of those things, all

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of those horror stories get you away from the transaction

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and into you know, understanding the real value that's being.

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Offered totally, And how did I reach out to you

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to find out your real value?

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Okay, well, then go to next step CFO dot net.

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You can download a free copy of our book called

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Powerful Business strategies we also do. We also update our

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book by providing book interviews. So go to the next

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step CFO dot net forward slash contact love to interview

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business owners for the next edition of my book. And

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the quick pro quo quote is is that you've learned

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strategies that your competition isn't doing. Go to next step

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CFO dot net forward slash Contact, fill out the contact

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form and in the message section write the words book

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interview and I'll send you a calendar link.

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Nice. Well, thanks again for some amazing advice for our

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businesses out there, and thanks for being on the Adventures

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of Pipe Men.

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Thanks for having Megain. Thank you for listening to the

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Adventures of Patement on w for c u I Radio