How to Sell Even When
Price is Not RightBy Jenny Bosworth http://www.internetwriters.com
Do you ever wonder how you are going to make your product or service sell when you don't offer lowest price? Because people always go for lowest price offered, right? Not exactly. Do most people buy their cars from junkyard? Or their TVs from pawn shops? Of course not. There is one thing that customers value more than getting a good deal. They will pay exorbitant amounts of money to eliminate risk.
This is not to say that, when two products or services are equal, your potential customer won't choose cheaper one. What you need to do is unbalance scales to ensure that your product is obviously less risky choice.
A web designer friend of mine recently entered into a bidding war for a project. On one hand, my friend wanted to charge $70 per hour, which was fair considering his experience and work quality. However, he was bidding against some teenager workingo out of his basement, willing to charge only $10 an hour.
The company offering project actually considered basement boy with his dirt cheap rates. That is, until my friend pointed out that they would get exactly what they paid for, and when their end product turned out to be junk, they could come to him and pay his rates to do it over again. The company realized that choosing Mr. $10 an hour posed certain risks, and that they might end up paying even more if they went with him. In end, my friend won bidding war, even though his rates were 7X his competitor's.
