You must understand what people perceive as valuable before you can market to them.

Your marketing effort will be most successful when you can describe the value you can bring to the customer in ways that fit their needs and wants.

It’s more than a value proposition, a statement explaining why someone should choose your product. It’s more than stating the benefits of working with you, too.

Customers can perceive value in many different ways. 

A few common variables should always be considered when communicating with prospective clients. 

The perception of how well you can fix my problem

People with hearing loss desire a change. The perceived value is how closely you, as an audiologist or a Hearing Instrument Specialist, can bring a client’s problem closer to their ideal life—a life where they can socialize with whomever they want, feel less shame about themselves, and where their hearing loss isn’t holding them back.

They want freedom, not the constraints of hearing loss.

The perception of how others see your service

Clients don’t trust adverts, but they trust the opinions of their friends, family and reviews from others far more. They need to know how other people are benefiting from your services. Testimonials can support this, but you can also make your service perceived as scarce.  

The lobster was once a poor man’s food because it was easily available but became a luxury product. The only change was that lobster fishing became scarce, and lobsters sold became rare. When lobsters were rare and not easily accessible, they created a high-value perception.

Services that are rare and limited often have the perception of value: creating scarcity in the availability of your service can increase the perception of value.

People think if others are buying it and your service is fully booked, it must be good!

The perception of how much effort and time is needed to get to the goal

People don’t want to spend so much time getting to their goals. If they are coming to you, they want a quick fix.

People are willing to pay a premium price for an airplane rather than a train ride.

Losing weight quicker using Ozempic is a much easier sell than those weight loss and fitness services which take years to lose weight. 

They want to turn on the hearing aid and have it help them on the job, or while socializing with friends.

The faster you can show clients how to get to their destination or where they want, the more clients will be willing to pay and work with you.

In addition, you need to optimize for one of the biggest complaints about hearing care services—repeated visits. These take a lot of effort and time away from the client’s life and responsibilities.

The more you can show how quickly you can help them, the more they will appreciate your service over another.