MasterCard’s Priceless campaign has been going on for 17 years. It’s been parodied, subject to memes, and is a household catchphrase.
But underneath the praise of pop culture, it says something else. It’s something that many in the finance sector constantly ponder about every day: value.
When you’re qualifying finance leads, what do they tell you about value? Specifically, what does it tell you about your own prospect’s pricing?
What are the things they just deem priceless?
Putting a price tag on everything is never always a good idea. But before getting to that, that doesn’t mean you should avoid it altogether. It’s the first step to identifying the value of, well, anything. So what are usually the reasons why you, your customers, and your prospects like to list costs?
Back to your finance leads, what do they tell you about your prospect’s attitude towards value? Do they exercise any of the habits just mentioned? If not, maybe because they understand value differently from yours and don’t just view things from the dollar perspective.
In short, there’s your way of understanding the price of things and then there’s the way of your prospects and customers. Your finance leads shouldn’t just stick to whether or not they can afford doing business with you. Tell your lead generators to at least ask a few more qualifying questions that reveal their way of pricing things.
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