... © 2004 Quick Turn ... ... Ltd.Dear ... That’s what I say to people who tell me that their business is purely and solely a ... price ... People who s
Copyright © 2004 Quick Turn Marketing International, Ltd.
Dear Friend,
Hogwash!
That’s what I say to people who tell me that their business is purely and solely a "cheapest price business."
People who stubbornly insist that "MY business is different" are right, but not in a good way.
Their business is different because it will never make big money.
People who are unwilling to open their eyes to BIG ideas are solidly parked right in their own way... their own BIG obstacle to success.
Big money is made by translating great ideas from outside your industry -- whatever it is -- into your industry. What gives you your competitive edge is a unique selling proposition (USP).
That’s the key... not your low, low price. (Although in some instances your price may be part of your USP.)
Recently, I was consulting with a client and I was explaining my opposition to selling by cheapest price.
She insisted that hers was an intangible, not a product; that my examples didn't apply to her business; and that, basically, I had my head up my butt. I tried to explain in terms I hoped she'd understand:
* You can fly coach or PAY MORE to fly first class in the same plane and get to the same place at the same time
* You can get financial planning for free from over half of all financial planners (who make their money only from commissions) or PAY MORE for the service and still pay commissions to other fee-based planners.
* You can get your taxes done by H&R Block or PAY MORE to use a CPA
So the critical question is:
“Why Do People PAY MORE For Some Services When The CORE SERVICES Offered by CHEAPEST PRICE Competitors Are Pretty Much The Same?”
“Debbie," I told her, "You've gotta understand: value differences don’t have to come from the ‘core’ item."
It doesn't matter whether you're talking about a product or a service. Value differences usually come out of areas of expertise and service such as:
* Exclusivity
* Access
* Guarantee
"And Debbie," I explained, "it's a hell lot easier to make money by selling half as much at double the price. Does that make sense?"
It made sense to Debbie and I hope it makes sense to you! Just to make sure, I'm going to give you...
5 QUICK-TURN TACTICS for closing BIG TICKET deals
#1 - Compare apples to oranges.
“Tired of dragging out a bulky food processor and guessing which attachment is the right one for the job? The compact Ultimate Chopper is 4 machines in 1 so you can replace your food processor, coffee grinder, standing mixer and ice cream maker and gain more counter space in your kitchen.” (Ultimate Chopper)
#2 - Decrease the price by adding valued component parts.
“Bring your spouse for FREE! Yes, not only can you come, but you can also bring your spouse for FREE. This is a ,995.00 value by itself.” (Real Estate seminar)
#3 - Identify the unique, invaluable aspect of your product.
“Quite honestly, the majority of currently available bodybuilding training and nutrition information today is never going to produce gains for 98% of the population.
"The pros simply have much better genetics for building muscle and are taking massive amounts of anabolic drugs...I’m not a “Mister” anything. I’ve never won a title.
"I’m just a guy who after 22+ years of trial and error has figured this stuff out and can relate to the plight of the genetically average trainee. I absolutely know what works for genetically average bodybuilders who want to maximize their potential. I know exactly what the average guy has to do to make muscle mass and strength gains as fast as genetically possible.” (Bodybuilding)
#4 - Make the high price itself a benefit.
“Organic foods are more expensive because production is more labour intensive and without herbicides, pesticides and other chemicals, the yield is generally smaller.” (Organic food)
#5 - Break down the big amount into smaller amount.
“Valuable legal services for less than a cup of coffee a day, from top law firms! Protection for you, your family or your business!” (Pre-paid legal services)
If you are going to use "lowest price" to get your foot in the door to acquire a new client, then the race is on to "switch" that newly acquired client from price orientation to value orientation BEFORE somebody finds 'em and offers to beat your price.
The Lesson: You CAN charge more for your stuff as long as you’re showing you client that even though she’s paying a premium price, she’s getting a good value. Think "added value." Think "golden handcuffs"; benefits/service so good I won't walk away from it, even for a lower price.
