When it comes to achieving sustainable profitability in a competitive market, the key is providing your clients with unparalleled value.

Bob Burg, motivational speaker, consultant, and coauthor of The Go-Giver: A Little Story about a Powerful Business Idea, offers a strategy for doing so consistently: adopting a “go-giver” mentality. This means showing up for others meaningfully, providing what they need to help them move closer to contentment. Implement the principles outlined in this guide, and you’ll be well on your way to better securing customer loyalty and, in turn, establishing a solid business foundation.

Law of value

The worth of a product or service is determined by its ability to solve problems, fulfill needs, and elicit satisfaction from the end user. This received value should always be greater than the cost paid by the consumer to ensure that they feel like they more than got their money’s worth. The question is, how can you achieve that? It comes down to you, your expertise, and the trust you build with your customers. They are investing in you before your company, product, or service, so you must prove yourself to be a resource that provides value on top of your commodity. When you do, consumers will happily pay the price for it.

According to Burg, the law of value relies on five key elements:

• Excellence: Deliver outstanding results that always exceed expectations.
• Consistency: Maintain high quality and reliability in every interaction.
• Attention: Listen closely to your clients’ needs and concerns.
• Empathy: Understand their perspective to initiate genuine connections.
• Appreciation: Show gratitude for their business and build strong relationships.

When you can successfully communicate these elements to customers, you remove price and competition from the picture. Demonstrate both your value and your product’s value, and they won’t hesitate to buy.

Law of compensation

Your business’s income essentially hinges on two factors: how many people you serve and how effectively you meet their needs. Naturally, the bigger your client base, the more money you’ll make, and by focusing on delivering value, you can grow it organically through repeat business and referrals. When you do more than your client expects or has paid for, they will likely become your advocate, spreading the word about your product or service to those in their sphere who may also benefit from it. Such word of mouth may not only expand your reach but also exponentially increase your revenue and income.

Law of influence

The key to maximizing your influence lies in prioritizing your customers’ needs and interests. After all, they don’t care about your quota or how nice you are; they care only about how you can improve their lives. This necessitates that you shift your focus away from “me” and turn the spotlight on “them.” Make your goal their success—when they win, you win.

However, it’s not about being a doormat or neglecting your own aspirations but about building genuine relationships. Remember the golden rule of sales: people do business with those they know, like, and trust. By simply being present, available, and invested in their journey, understanding their perspective, and offering solutions, you will transform from a salesperson into a trusted partner, strengthening the influence you can have on their purchasing decisions.

Law of authenticity

As touched on with the law of value, you are ultimately the most valuable thing you have to offer customers—but that value is only possible when you engage in authenticity. Burg puts it this way in The Go-Giver: “As long as you’re trying to be someone else, or putting on some act or behavior someone else taught you, you have no possibility of truly reaching people.” Although letting down your guard, at least in certain ways, may initially seem intimidating, demonstrating vulnerability and relating to customers on a personal level will ultimately lead to greater rewards.

Law of receptivity

Burg’s philosophy states that true generosity thrives on being open to receiving; in fact, it can even be a powerful form of giving back. When you confidently and graciously accept gifts in any form from others, you acknowledge their value and validate their efforts. And when you sincerely accept their advice and actively listen to their insights, you show appreciation and gratitude. In this way, receiving can strengthen your relationships, ensuring that you can rely on them for years to come.

Even in business, sometimes the simplest shift in mindset can make all the difference. Through the go-giver approach, you can cultivate trust and goodwill with both potential and existing clients, ultimately paving the way for greater professional success.

TAKE ACTION:
Assess the wants and needs of your clients and prospects to determine how you can better serve them and deliver greater value.