Your Products Don`t Have To Be The Cheapest.

Don't Fight A "Cheapest Price" War

As a business owner, you want people to spend money on your
business rather they go and shop at other places. Because of
the e-commerce boom, shoppers have too many choices these
days. Your business must stand out from hundreds or even
thousands of competitors.

--Cheaper is Better?--

Maybe, you are thinking the cheapest price will attract
customers. Sure, it does, but that's the way most of dot
coms end up deleted from syberspace. They priced their
products or services too low. Their profit barely covered
their expenses. Webmasters hope increased business volume
will give them big bucks someday, but that "someday" never
comes. If each sales doesn't make any net profit, increased
sales volume won't make any profit either. Zero times one
million is still zero. That's simple arithmetic, isn't it?

--The Best is Good?--

OK, the cheapest doesn't work. How about being the best or
better? Well, providing the best products or services is
essential, but telling people yours is the best doesn't
work. Phrases like "the best deal," "the best quality,"
etc., are overused already. Today's shoppers are accustomed
to those phrases. They don't think any product can REALLY be
the best. They just think "Here comes another one," and they
are gone.

--Be Different and Be Unique--

To win the game, make your business appear different from
others. Be unique. Again, using over used phrases won't make
your business unique. It only makes your business alike -
like other businesses. So, how do you make your products or
services different from others? You can call your products
or services by a special name, or in some cases, tell the
world what you have been doing. Honestly and in detail.

--Here is An Example or Two--

You might be a photographer and offer on-location wedding
photography like many other photographers do. Don't just
list "weddings" in your ad. Instead, offer your service by
saying "Ask us about our 'Moment of Life' wedding photo
package." If you sell walking aid equipment, don't promote
your business by advertising, "Try the latest walking aid."
Say instead, "Try our 'Space Walk' for your next fun
excursion."

--More Example--

Now, let's say you own a gas station along a busy highway
with competitors on both sides of your store. You and your
competitors put up the same price. You want more customers,
but you don't want to risk your profit by lowering your
price any father. Instead, you put up a new sign that says,
"We clean your car's windshield so it's clean!" The
competitors also clean windshield but they don't SAY so, and
customers aren't sure. When you drive into a gas station
that offers full service, you "assume" they will clean your
windshield, but you are not 100% sure. Putting up the sign
gives customers "confidence" and makes them think your
service (and product) are special. You have just made your
service different! But don't stop there. You can add, "We
clean your car's headlights." or even "Clean washrooms are
available."

Do you see how to make your products or services
extraordinary and how easy it is? Do you think it won't
work? Remember when you had to go to a washroom while you
were on the highway. Now, you can see the BIG difference,
can't you? Make your products or services different. Don't
fight the "cheapest price" war.