In the leadup to Thanksgiving, I ran across this sign at my nearby Publix Super Markets store.
I could be surprised, but I doubt there’s much of a market for whole hogs near where I live. Assuming I’m right, why would Publix go out of their way to advertise whole hogs?
There’s quite a few reasons:
• To attract customers looking for unique or specialty meat products
• Publix customers start to view their meat department as a custom order retailer
• To differentiate Publix from competitors by offering a unique service
• It opens up possibilities in the minds of customers for other products Publix might offer
Similar to Publix's whole hog product offering, you might have unique and often hidden services you deliver as part of your "velvet rope" offering to a very limited number of clients. These could be some combination of the following:
• Faster engagement completion times
• Personalized attention with unlimited availability
• Exclusive, one-on-one access to you
• Customized solutions to unique client problems
As with Publix and their whole hogs, sharing your velvet rope capabilities services with a wider audience can actually be beneficial for your business:
• It demonstrates commitment to successful outcomes for clients, whatever that looks like.
• It creates conversations, and conversations with clients are always valuable.
• You differentiate yourself as more than a generic service provider.
• You build trust and credibility in your lane of expertise.
So, how do you do it? Here are a few ideas:
• Identify the unique or unexpected things you do for your top clients. These could be small gestures or large-scale initiatives.
• Craft a compelling narrative that highlights the transformation your unique service brings to clients.
• Emphasize the exclusivity and personalization of your offerings.
• Share specific examples or case studies to bring your story to life.
Sharing your "unicorn" service offerings and successes is beneficial not only to the "velvet rope" segment of your practice, but it aids your mainstream business as well.
Image Credit: John Ray
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Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.
I’m John Ray, a business consultant and coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more or contact me directly.
I’m the author of the national bestseller, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers.
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