This seems like a basic question that should be easy enough to answer, but have you really thought about it? Do you give your customers value without expectation? Value shouldn't be something added to your product or service, it should be something provided to the customer, with the customer in mind.

For instance, what is value-added? Is it something you add just to get the sale? Or do you consider value something that is already given - like customer service? Is it something you are adding at no charge, like an extra poster panel in a campaign? Anyone who has read any notable books on selling should know that value should be something the client (or potential client) receives even if they haven't become a customer yet. When you provide value before the sales process is completed, price becomes less of an issue.

With that said, as a media seller, how can you provide value before you even sell to your client? Who are you? How many roles do you play? As a salesperson, do you keep up with industry trends? Then send out relevant snippets to your clients and prospects to also keep them informed. Be known as a person of value by volunteering in the community. Remember, leads and referrals are everywhere.

Are you a parent? Volunteer to speak at a civic organization geared toward children. What have you learned from your kids? If you a caregiver, speak at an organization geared toward caregivers and talk about your challenges and how you have overcome them. Are you scared to speak in public? Find newsletters geared toward your interests, hobbies and roles. You can also find organizations geared toward business, such as a chamber of commerce or small business association. Talk about buying out-of-home media in a local environment.

Get out in the community and provide value. Just remember, you aren't there to give a sales pitch, but to build your network, establish your presence and help the community. Hang around after the meetings. You never know who you might meet.

Know what your customers want - whether it is more sales, more productivity, better visibility, or more customers. What can you provide them with before the sale to help them reach those goals? Find out what your potential customers want and provide it ahead of time in the form of information or referrals. Once you provide value, you make friends and price is not as big of an issue.