Copyright © 2004 Quick Turn Marketing International, Ltd.
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 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 same plane and get to same place at 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 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 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 ‘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 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.