How To Boost Your Business by Boosting Your Value

In his entire basketball career, Michael Jordan earned about $94 million just from playing the game.

Not bad, right?

But here’s the kicker—in 2021 alone, Nike wrote him a check for $100 million. That’s more in one year than he made in his entire playing career! And why? Because the value Michael Jordan brings isn’t just on the court; it’s in his name. His brand.

This got me thinking about how we often get tangled up in the cost of things when, really, it’s all about the value we provide.

Let me share a quick story. I was recently invited to speak at an event in Chicago. The company couldn’t cover my speaking fee, and although I genuinely liked the people and their mission, it just didn’t make business sense to do it at a lower price. But instead of simply saying no, I asked them, “How can I add value to your event?”

This shifted the conversation from cost to value. 

After a few discussions, they mentioned an upcoming sales meeting and asked if I ever work with sales teams. I said, “Absolutely. But what’s your biggest challenge with the sales team right now?” They explained that getting everyone on the same page—especially with people from different generations and varying tenures—was a major issue. I told them, “Perfect! I specialize in team building and improving communication.” With just a couple of phone calls, they found the budget to bring me out. I was able to come in before the original event, deliver the value they needed, and get paid my full fee. Initially, they were focused on the cost, but by showing them the value I could provide, they quickly realized the investment was worth it.

It’s a lesson that applies to any business: when you focus on value, money becomes a secondary issue. So, the next time you find yourself tempted to drop your prices or offer another discount, ask yourself instead: how can you increase the value of what you offer?

Consider companies like Lancôme. They don’t slash prices on their makeup; they add value with gifts and promotions. They’re not competing on price—they’re competing on their brand’s experience and perceived value.

So, what are you doing to increase your value? Remember, it’s not about the price; it’s about making your value so clear that people can’t help but see the investment as worthwhile.

Proactive, Productive and Profitable,

Dino Watt, CSP (Certified Speaking Professional)