Raising your prices is the direct and simplest way to increase value of sale. But if price is part of your competitive strategy, increasing prices might compromise client loyalty and lose their patronage.

You can increase perceived value by improving and adding more features and benefits to your offering. Sometimes you can charge more for this, but often you're creating complimentary products to generate
back-end sales.

It's surprising how little this costs considering the difference it can make to sales.
Discounts and free gifts are effective sales incentives. But building loyalty requires a
long-term view.

Self-help guides and tutorials

Self-help guides and tutorials are effective tools for adding value and establishing credibility. They show commitment to helping your client. In the short-listing process they can help swing a decision in your favour.

Market research reports and surveys can be used to provide intelligence to support important decisions. If you conduct your own research, why not include a summary in a regular newsletter.

Risk reversal

Every business transaction carries a level of risk on both client and supplier's side.
Working to reduce client risk will increase your acceptance rate and establish confidence.

Guarantees are highly effective when negotiating large contracts. Long trial periods, full money refunds, deferred payments or payment for results only are typical examples of risk reversal.

The key lies in only committing to what you know you can deliver and ensuring your client agrees to the same terms.

Rebranding third party products
and services

Many businesses have built their success
on re-branding other people's products and services. Virgin has done this in the UK with their financial services and mobile phones business. But you don't have to be a big brand to make this work for you.

Joint ventures with suppliers and colleagues create new opportunities and provide clients with complimentary products and services without compromising your main business.