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Start for freeUnderstanding Customer Willingness to Pay
When it comes to improving your business offer, understanding what customers value most is crucial. Research has shown that there are four key elements that have the highest willingness to pay in recurring community-based businesses:
- Exclusive access
- Exclusive content
- Exclusive events
- Newsletters
These elements consistently rank as the most valuable to customers, outperforming other potential offerings like merchandise discounts or priority support. As a business owner, focusing on these areas can significantly boost the perceived value of your offer.
Leveraging Exclusive Access
One powerful way to increase conversions is by offering direct access to key figures in your business. For example, when launching Gym Launch, sales representatives were able to tell potential customers they could speak with the founder Alex every day. This daily 60-minute Zoom call became a major selling point.
The format was structured to maximize efficiency:
- Questions submitted via chat
- Brief context provided (revenue, new members per month, main constraints)
- Rapid-fire answers to 100+ questions per hour
Even if someone's specific question wasn't addressed, the likelihood of a similar question being answered was high. This created immense perceived value.
When implementing something similar, consider:
- Timing the calls when your target audience is most available
- Gradually reducing frequency over time (e.g. 5 days/week to 1 day/week over 12 months)
- Training team members to eventually take over
Creating Valuable Content
Content remains a cornerstone of any strong offer. Some effective content strategies include:
- Conducting and sharing interviews with successful customers
- Creating \
Article created from: https://www.youtube.com/watch?v=5MjjpB8SPMo
