Why Delivering Value is More Important Than Being the Cheapest Option: The Importance of Customer Experience in Small Business Success

Have you ever tried to have the lowest prices in town to attract more customers only to have that strategy backfire big time? You end up broke, while the competitor with the fancy amenities & higher prices signs up more students. (...Some of those students probably told YOU, you were ‘too expensive!’)

The ‘price objection’ they gave you, wasn’t really a ‘price objection’.. It was a “VALUE” objection. Value lies in the quality of instruction, the caliber of training partners, & the academy’s attention to detail. Despite the ‘smokescreen’ objections, members really are willing to pay more to train in a clean, well-maintained facility with friendly and committed people.

It's the little things that matter. Are people greeted warmly and made to feel welcome? Does the gym smell so clean that people actually compliment you on it? They should! 

Here’s a tip.. If your members aren’t telling you your academy smells GREAT, it's because your gym smells BAD.. (There truly is no in between.) If no one ever mentions the smell of your academy, It’s because they EXPECTED your academy to smell bad.. And you’re matching their expectations. 

Don’t believe me? Ask a woman who doesn’t train to come into the academy, (your wife/girlfriend, your mom.. Somebody else’s mom,) & ask her if the facility smells clean.. She won’t lie. These things may sound trivial, but these small touches make a HUGE difference in the eyes of your customers.

On one of our recent Combat Business LIVE Shows, I was talking about how Paul Halme’s travel hacks have made me spoiled about traveling comfortably & flying with better airlines. I’ve been looking at flights for an upcoming vacation & I started discussing the cost of flights with my Mother in law. (FYI, My mother in law considers bargain shopping an Olympic Sport.. & She’s amazing at it.)

She was telling me all about these discount sights and how she found this Spirit airline flight for half of the Delta flight I was looking at. …I gave it a ‘hard pass,’ because, like many of us, I’ve had a Spirit Airlines horror story where that “bargain” we thought we were getting, ended up costing us more than a ticket on Delta! Plus, I’m 41.. And a little bougie!.. I’m willing to pay a little more to ensure a comfortable and enjoyable flight experience over saving a few bucks.

And I’m not alone. The same goes for prospects & clients in our small, local businesses! Despite the “price” objections you can hear from prospects, people are not just looking for the cheapest option. They are looking for value! Therefore, trying to win a price war with your competitors is a quick way to sink your business.. And you STILL won’t be delivering what people want! Prospective clients are NOT just making decisions based on price; people are willing to pay more for better quality, better service, and an overall better experience.

Take Lifetime Fitness, for example. They charge about 18 times more than Planet Fitness, but people are willing to pay it because they value the exclusivity and high-end experience that comes with it. Same goes for Paul Halme's gym, Peak Performance MMA. It's more expensive than other gyms in the area, but people are willing to pay for the commitment and dedication of the staff and members.

So, as a business owner, focus on delivering value and providing a great customer experience. Keep your academy smelling great, add a fresh coat of paint, clean up your changing rooms, make your place comfortable & relaxing off the mat so that people want to stay & relax with their friends & training partners after their classes. Think about what you really value in a product or service & how you can bring those amenities & experiences to YOUR customers. 

It's the businesses that focus on delivering value and providing a great customer experience that will thrive in the long run. Go the extra mile and provide an awesome customer experience that will thrive and attract loyal customers who are willing to pay top dollar just to work with you. Add genuine value and make your business stand out from the crowd!

Social Media Posts: 

1. Are you struggling to attract customers with low prices? It may be time to focus on delivering value instead. People are willing to pay more for quality instruction, a well-maintained facility, and an overall great experience. Make sure your gym is clean, comfortable, and welcoming to keep customers coming back!

• For this post, you can use a graphic that shows the difference between a gym with low prices and a gym that delivers value. You can use a split-screen graphic to show two gym scenarios. On the left side, you can show a gym with low prices but with a rundown facility, unclean changing rooms, and unfriendly staff. On the right side, you can show a gym that delivers value with quality instruction, a well-maintained facility, and a welcoming environment. You can also include some relevant icons such as a clean gym, friendly staff, and happy customers to emphasize the message.

2. Don't fall into the trap of trying to win a price war with your competitors. Prospective clients are looking for value, not just the cheapest option. Focus on delivering an exceptional customer experience and providing amenities that your customers will appreciate.

• Variation on Image 1

3. Want to stand out from the competition and attract loyal customers? Go the extra mile and provide an awesome customer experience. Make sure your gym is clean, well-maintained, and comfortable. Pay attention to the little details that make a big difference in the eyes of your customers.

• For this post, you can use a graphic that emphasizes the importance of providing an exceptional customer experience. You can use an image of a gym that is clean, well-maintained, and comfortable, with happy customers and personalized service. You can include some relevant icons such as a broom, paintbrush, and towel to show the importance of cleanliness and maintenance. Additionally, you can use a tagline that emphasizes the importance of paying attention to the little details that make a big difference, such as "It's the little things that make a big impact on your customers."

4. Are you tired of hearing "you're too expensive" from prospective clients? Remember, price objections are often just a smokescreen for a value objection. People are willing to pay more for better quality, better service, and an overall better experience. Focus on delivering value and providing an exceptional customer experience to attract and retain loyal customers.

• Variation on Image 3 with bold and masculine fonts and colors such as black, navy blue, or dark gray to create a masculine feel.

Video Option 1: Long Form

[Opening shot of a gym with people training in the background]

Narrator: Are you tired of trying to win a price war with your competitors and feeling like it's always a losing battle? Do you keep hearing "you're too expensive" from prospective clients? It's time to change your perspective.

[Cut to a shot of a person holding a sign that says "Value > Price"]

Narrator: Price objections are often just a smokescreen for a value objection. People are willing to pay more for better quality, better service, and an overall better experience.

[Cut to a shot of a clean and well-maintained gym]

Narrator: Focus on delivering value and providing an exceptional customer experience to attract and retain loyal customers.

[Cut to a shot of a person being greeted warmly by staff at the gym]

Narrator: It's the little things that matter. Are people greeted warmly and made to feel welcome? Does the gym smell so clean that people actually compliment you on it? These small touches make a huge difference in the eyes of your customers.

[Cut to a shot of a person sitting comfortably in a plane]

Narrator: Just like how people are willing to pay more for a comfortable and enjoyable flight experience, people are willing to pay more for a gym with amenities that make their experience enjoyable and worthwhile.

[Cut to a shot of a person training in a high-end gym]

Narrator: Take Lifetime Fitness, for example. They charge about 18 times more than Planet Fitness, but people are willing to pay it because they value the exclusivity and high-end experience that comes with it.

[Cut to a shot of a person training in a gym with dedicated and committed staff and members]

Narrator: The same goes for Peak Performance MMA, where people are willing to pay for the commitment and dedication of the staff and members.

[Cut to a shot of a person painting a gym wall]

Narrator: As a business owner, focus on delivering value and providing a great customer experience. Keep your gym clean, well-maintained, and comfortable. Add amenities and experiences that you value in a product or service to attract customers who value the same.

[Closing shot of people training in the gym]

Narrator: In the long run, it's the businesses that focus on delivering value and providing a great customer experience that will thrive. Go the extra mile and provide an awesome customer experience that will attract loyal customers who are willing to pay top dollar just to work with you. Add genuine value and make your business stand out from the crowd. Remember, value always beats price.

Copy for Video Post:  

Want to attract and retain loyal customers! Focus on delivering value and providing an exceptional customer experience. Go the extra mile by providing amenities and little details that make a big difference in the eyes of your customers. Don't miss out on these valuable insights - watch the video now! #customerexperience #businessgrowth #loyalcustomers

Video Option 2: 3, 30 Second Videos - for Reels 

Script 1:

[Opening shot of a clean and well-maintained gym]

Narrator: Are you tired of hearing "you're too expensive" from prospective clients?

[Cut to a frustrated gym owner shaking his head]

Narrator: Price objections are often just a smokescreen for a value objection.

[Cut to a happy gym owner interacting with satisfied customers]

Narrator: People are willing to pay more for better quality, better service, and an overall better experience.

[Closing shot of the gym owner smiling and talking with a customer]

Narrator: Focus on delivering value and providing an exceptional customer experience to attract and retain loyal customers.

Script 2:

[Opening shot of a gym member walking into a clean and well-maintained gym]

Narrator: It's the little things that matter.

[Cut to a gym owner wiping down equipment and greeting members with a smile]

Narrator: Are people greeted warmly and made to feel welcome? Does the gym smell so clean that people actually compliment you on it?

[Cut to a satisfied customer nodding and smiling]

Narrator: These small touches make a HUGE difference in the eyes of your customers.

[Closing shot of the gym owner and satisfied customers working out together]

Narrator: Focus on delivering value and providing a great customer experience to stand out from the competition.

Script 3:

[Opening shot of a frustrated gym owner staring at a spreadsheet]

Narrator: Trying to win a price war with your competitors is a quick way to sink your business.

[Cut to a happy gym owner interacting with satisfied customers]

Narrator: People are looking for value, not just the cheapest option.

[Cut to a satisfied customer nodding and smiling]

Narrator: Focus on delivering value and providing an exceptional customer experience to attract and retain loyal customers.

[Closing shot of the gym owner smiling and talking with a customer]

Narrator: Go the extra mile and provide an awesome customer experience that will thrive and make your business stand out from the crowd.

Copy for 3 Video Posts:  

Video Script 1:

Copy for social media post:

🔥 Don't fall into the trap of thinking that competing on price is the only way to attract customers. Focus on delivering value and providing an exceptional customer experience. Our gym's commitment to quality instruction, training partners, and attention to detail has made us the top choice for martial arts training in the area. Watch this video to learn more about how you can add genuine value to your business and stand out from the competition! 🔥

Video Script 2:

Copy for social media post:

👊 Are you tired of hearing "you're too expensive" from prospective clients? Remember, price objections are often just a smokescreen for a value objection. People are willing to pay more for better quality, better service, and an overall better experience. Watch this video to learn how you can provide an awesome customer experience and attract loyal customers who are willing to pay top dollar just to work with you! 👊

Video Script 3:

Copy for social media post:

💪 Want to stand out from the competition and attract loyal customers? Go the extra mile and provide an exceptional customer experience. From a clean and well-maintained gym to friendly and committed staff, the little things make a huge difference in the eyes of your customers. Watch this video to learn more about how you can add genuine value to your business and make it stand out from the crowd! 💪