"All my competitors are selling on price and I have to
meet their prices or lose the business.”
What if your competitor was giving their product away
FREE? What if there was very little
quality difference between your product and the “free” product? What if their method of distribution was much
more efficient than yours? Could you
sell against that kind of competition?
Someone was given a sales challenge to sell against that
kind of market condition. And they are
very successful. The product is bottled
water. How do they do it? Do they lower their price and try to compete
with tap water? Do they badmouth the
water company and tell their customers “yea, it may be free, but look at what
you get!”
Is bottled water really any better? I gave it the ultimate taste test. I put two bowls of water in front of my dog –
one from a bottle that I paid over a dollar for – the other from the sink
faucet. My dog tried both of them. Which one do you think she preferred? The tap water! Did I switch to tap water? No.
I still pay an outrageous price for a bottle of water.
Why? Somehow the perceived
value of water in a bottle is a strong enough benefit for me to fork over my
hard earned cash.
Every item you sell has within it a huge perceived value for
the customer or you wouldn’t be selling it.
All you have to do is find it and present it to your prospects.
What is your perceived value? What does a customer experience when he or
she is interacting with you and your company? For example quick resolution of
problems, achievement of a desired outcome, fulfillment of a need through a
purchase; a feeling of confidence following the purchase; or satisfaction with
post-purchase service.
For more information visit my website www.BobOros.com
