How to Increase Perceived Value

Are discounts hurting your brand’s image, and performance? Before you start tossing around discounts just to get customers to buy, take a step back. Are you building a discount brand, or do you want to retain that premium image? I often see brands “train” their customers to only shop with them during heavy discount periods. This is NOT a winning strategy. Often times this dilutes margins and pulls revenue forward at the expense of predictable and stable 30/60/90 days sales. You also attract a different type of buyer (discount shopper), who usually has lower CLV and churns faster. Here’s how to get creative with your offers without slashing prices: 1. Test the Wording Instead of defaulting to percentage discounts, experiment with more strategic language in your offers. For example, if you’re a subscription business, try a "double hit" offer, where customers can bundle two subscriptions to save on shipping or receive a slight added value. This approach keeps the offer compelling without lowering your brand’s perceived value. Wording like “Double Your Order, Save on Shipping” gives the feel of an exclusive offer while still protecting margins. 2. Offer Freebies Instead For premium brands, offering a freebie can be far more powerful than offering discounts. At MANSSION, for example, free ring sizers are provided with each purchase, which adds value without devaluing the product. This approach makes customers feel they’re getting something special and unexpected. This tactic works especially well for building brand loyalty, as customers associate the “extra” with your brand’s generosity. 3. Escalate Offers for Retention Rather than immediately offering a discount to customers who haven’t repurchased, consider using a tiered incentive system. Start with a small offer, like free shipping or a minor add-on, and gradually escalate only if they remain inactive. This gives you a retention lever without conditioning customers to expect discounts right away. It also preserves the brand’s premium positioning, rewarding patience with stronger offers over time. 4. Focus on Value, Not Price Instead of simply lowering prices, focus on delivering additional value. Consider bundling products at a slightly reduced price, offering loyalty program perks, or providing exclusive early access to new products. The goal is to give customers a reason to keep buying from you without eroding your brand image. When value is defined by unique experiences or exclusive access, customers perceive your brand as generous and premium—not discounted. Key Takeaway: You don’t have to race to the bottom with discounts. A well-thought-out offer that preserves your brand’s integrity is far more powerful. Remember: Value > Price.

Marketers focus on delivering value at the sale. But then do nothing to get customers to see value after the sale. Here’s the thing: What gets reinforced gets remembered. Customers will drift away if your product or service fails to deliver ongoing value. And here’s the kicker: they’ll drift away if it delivers value, but they don’t recognize it or forget about it. Here are three things you can do to keep the value coming into customers’ minds: 1️⃣ Regularly update your offerings New features or improvements keep your product or service fresh in people’s minds. And make sure the updates improve your ability to solve their problems. Updates for the sake of updates become like the boy who cried wolf and gets you ignored when you have something valuable to deliver. 2️⃣ Create content that makes your product more effective Show customers how to maximize the value of your product or service. This helps bring to mind what customers may forget or do not know. 3️⃣ Reward long-term loyalty Use exclusive perks or benefits that make customers feel appreciated for sticking around. Don’t spend all your time rewarding new purchasers. Find ways to reward those who contribute the most to your company. The more value customers perceive that they receive, the less likely they are to churn. Delivering consistent value reinforces customers’ belief that they made the right choice. And it keeps them coming back for more. What’s the most effective strategy you’ve seen to keep customers coming back for more?

Back to basics tip #7: Center your customer relationships around value And not value as you define it, value as your customer defines it. You might think your product is delivering massive ROI, but if your customer doesn't see it, feel it, and measure it, you're just guessing. A few steps you, as a CSM, can do now to help surface customer value are: 1. Ask outcome-focused questions in every call. Example: What does success look like for you this quarter, or what's the most important result you're hoping to see from us right now? 2. Document and replay your wins. Keep a running "value log" of measurable wins and customer quotes. Recap them regularly (especially in your business reviews) to keep them top of mind. 3. Validate with their own metrics. Use their KPIS, not yours! What else would you add? 

How Price Influences Perception: Creating Value Through Strategic Pricing 💡 We all know that price plays a huge role in shaping consumer decisions, but did you know it’s also a powerful tool for creating value and enhancing brand perception? Here’s how strategic pricing can work for you: → Perceived Value & Price The price you set sends a message about the quality and exclusivity of your product. Higher prices can suggest superior quality, while lower prices might imply inferior quality and benefit. Aligning your price with how customers perceive value can increase loyalty and satisfaction. → Psychological Pricing Using techniques like pricing on the 9 (e.g., $9.99 instead of $10) or pricing anchoring (setting higher prices for premium quality) can influence consumer emotions and boost their buying intent. → Value-Based Pricing Price based on the perceived value to the customer, not just production costs. When customers see value in your product, they’re more willing to pay a premium, making them feel like they're getting their money's worth. → Bundling & Dynamic Pricing Offer bundled deals to create a sense of added value and consider dynamic pricing to adjust for demand. Both strategies help customers feel like they’re getting more for less while maintaining fairness. Strategic pricing isn’t just about setting a price—it’s about understanding your customer’s perception and aligning your prices to match. When done right, it can boost customer satisfaction, loyalty, and long-term success. How are you using pricing to create value for your brand? Let’s talk!