Sometimes, It Really is About Price

A few days ago, I said that “it isn’t really about price.” That is only partially true. I have never been in a position to buy a luxurious item “regardless of price.” (Maybe someday, but not yet.)

But, sometimes, it really is about price. If you are a completely commoditized product or service that anyone can provide at an equal level of quality, timeliness and satisfaction, it really is about price.

And, if this describes you, I am sorry. Get out and go find something fun to do.

Most every product and service in existence can differentiate itself one way or another. The trick is to find out which differentiation aspect will make the difference. Product, features, packaging, service level, people, timeliness, quality, brand recognition, reputation and many other value identifiers can be modified, tweaked or emphasized to show an advantage over the competition.

The trick is to figure out which one will matter.

CPG companies know. That’s why they can sell corn flakes and toothpaste at double the cost of generics and stay in business.

If they can figure it out and fight the battle on the store shelves, your product/technology/service/solution (ranging from hundreds of dollars to hundreds of millions) is ripe for differentiation.

Find out what the prospects value and give it to them. If you don’t, you’re in a race to the bottom on price. And, that’s a race you don’t want to win.

Good selling. Give me a call and let’s chat about identifying your value proposition. (801.838.9600 x5050, cdalley@primary-intel.com)