Unlocking Value: The Key to Meaningful Sales

Notice the hand crafted necklace on me :). 

Growing up, I often dismissed family heirlooms that had been passed down through generations. An old knife or watch seemed, in my youthful eyes, to be inferior to shiny new items available at the store. “Why would anyone want an antique?” I’d think, not realizing the deeper significance they held. But everything changed when I became a dad.

As my daughters turned three, their creative spirits burst forth in an explosion of drawings. Every day, the kitchen table would become a gallery of their artwork. Of course, most of those drawings made their way into the recycle bin by nightfall, carefully hidden away so my daughters wouldn’t notice. Yet, among the piles, there were always a few pieces that tugged at my heartstrings—those innocent attempts to capture the love they felt for our family. It was those artworks that I found myself resisting the urge to discard. They transformed into priceless treasures, their value measured not in materials but in sentiment and love.

To the right person, even a 6 year old work of art can become a keepsake.

This shift in perspective taught me a vital lesson about selling: often, we get bogged down in defending our prices instead of highlighting the value behind our products. When we encounter objections, we typically find ourselves in a defensive position, justifying the cost compared to competitors or the market. We fall into the trap of “feel, felt, found” and start explaining inflation or breaking down the price per day. But let’s pause for a moment.

What makes a dad like me proudly wear a tacky handmade necklace crafted by his daughters at a corporate event, even in front of hundreds of people? It’s the value of that necklace—the story behind it. It’s knowing the effort, creativity, and love poured into its creation. This sentiment drives my willingness to pay a premium for products like Nisolo shoes or Golden Goose sneakers.

Take Nisolo, for example. This brand doesn’t just sell shoes; they promote a story of ethical craftsmanship. Each pair represents the dedication of artisans who pour their skills and passion into their work. It’s not just about a product; it’s about the impact they make on the communities they serve, the sustainable practices they uphold, and the lives they touch. When you wear Nisolo shoes, you wear a piece of that story—a story of value that transcends the mere cost.

Similarly, Golden Goose sneakers carry a unique narrative. While many might see their scuffed exterior as a flaw, those marks tell a tale of authenticity and individuality. They remind us that perfection isn’t the goal; it’s about embracing the journey and the character that comes with it. That’s the value we buy into—not just a pair of shoes, but a lifestyle that celebrates creativity, uniqueness, and the stories behind them. Personally, I bought a pair for my wife and I because we world schooled (home schooling while living in a foreign country) our daughters in Italy and we wanted a functional souvenir.

Celebrating my wife’s birthday as she wears her new Golden Goose shoes. View from our home in Castro, Italy.

So, how do we apply this understanding to our own businesses? Instead of focusing solely on price, let’s emphasize the stories behind our products. Share the passion that drives your craft, the quality that sets you apart, and the connections you foster with your customers. These narratives create emotional bonds and help customers see beyond the cost.

If you’re a struggling small business owner, consider this your nudge to focus on value. If you want to role play or dive deeper, reach out to me and let’s explore how you can shift your selling strategy to highlight the stories and values that make your offerings unique. Remember, it’s not just about what you sell; it’s about the heart and soul behind it. When you showcase that, you’ll find that price becomes secondary to the meaningful connections you create.