That term: "perceived value"
That is an easy, very logical concept:
No matter how your "value" is, it is all about how the customer perceived it
If it is a shitty, no use "value" but your customers just LOVE it and see it very valuable, they will pay you A LOT of money for that
The perceive value is all about
- How bad your customers are in need for that value you're offering
- How much they are willing to pay for this value
Some tiny tweaks make such differences between similar businesses. For example, if you in the "Cleaning pools" services, and you differ from your competitors that you make the customers pay one a month, and you clean the pool just after dawn and finish by 6 am, they just won't notice you at all, it would just be like their pools are always clean.
They perceived it as "more valuable" than the other business although you almost didn’t make any extra effort
All you have to do, is to make them feel that you offer more valuable thing
Either you really give them that extra thing or not. It is how they perceive it. If you are killing yourself for them and they just don't perceive that, they won't pay you an extra penny
MAKE THEM FEEL THAT YOU DO EVERYTHING FOR THEM REGARDING THE BUSINESS YOU DO, AND YOU WILL BE AS VALUABLE AS HELL TO THEM