How often do we get confronted with this statement? What should our response be?<\/p>\n\n\n\n
Let\u2019s say our widgets are 20% higher price than another \nsupplier and we encounter the customer pushback. Most people understand \nthat we need to explain the differences because we usually aren\u2019t \ncomparing apples to apples. In this example, if our widget lasts 30% \nlonger than our competitor\u2019s widget, then their price is actually higher\n than ours and we can present that calculation. Certainly, we readily \nunderstand these comparisons throughout our enterprise, but what if it \nwere the other way around and our price calculation is actually higher? <\/p>\n\n\n\n
This is when we need to consider that pricing is only one \ncomponent. The objective is not to reduce prices so that customers no \nlonger raise questions; usually that\u2019s a race to the bottom. Our aim \nshould be to formulate and deliver the appropriate response to their \nquestions and concerns. This is where it becomes crucial to develop a \nconfident response that demonstrates the organization\u2019s Value \nProposition. We need our customers to know about the things that add \nvalue to their partnership with us. And they need to know it exists at \nall levels.<\/p>\n\n\n\n
Organizations can start by thinking of all the great services they\n offer, and all the quality aspects of products and how they help \nposition the customer for greater success. From here you can develop \nsimple, memorable and impactful value statements that tell the story \naround each advantage point and build them into a total value \nproposition. It is good practice to gather supporting information from a\n number of sources like internal focus groups, brainstorming sessions, \nemployee surveys, customer surveys, competitive publications and vendor \ninteractions. Every level of the organization should participate in \ngathering the information and in crafting the statements and stories. \nThat level of collaborative effort helps to ensure ownership and \nauthenticity of the statements and stories throughout the organization.<\/p>\n\n\n\n
The entire group should become familiar with the value proposition\n of the organization, how it fits with customers\u2019 needs, and be able to \nclearly articulate it. There should also be an understanding of how and \nwhere it fits within each business unit and how each of theirs fits \nwithin the organization as a whole. This ensures healthy cross \npromotions and a show of solidarity within the organization; both \nadvantageous to the business and customer partnership. It is also a good\n way to improve internal relationships across your organization.<\/p>\n\n\n\n
Maintaining awareness through customer feedback and other industry indicators, along with internal intelligence points, the organization\u2019s value proposition can strengthen over time. It becomes the foundation for prosperous initiatives that lead to many mutual success points. There is so much more to sell than we may think, but with a few easy steps, organizations can begin to leverage some powerful discoveries!<\/p>\n\n\n\n
If you\u2019d like to discuss how we can assist you and your business, get in touch with John Higgins, the author of this article, at jriley@scpg.ca<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" \u201cYour prices are higher than the competition\u201d How often do we get confronted with this statement? What should our response be? Let\u2019s say our widgets are 20% higher price than another supplier and we encounter the customer pushback. Most people understand that we need to explain the differences because weContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":3,"featured_media":47,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[2,17],"tags":[],"_links":{"self":[{"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/posts\/46"}],"collection":[{"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/comments?post=46"}],"version-history":[{"count":1,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/posts\/46\/revisions"}],"predecessor-version":[{"id":323,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/posts\/46\/revisions\/323"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/media\/47"}],"wp:attachment":[{"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/media?parent=46"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/categories?post=46"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/scpg.ca\/worthreading\/wp-json\/wp\/v2\/tags?post=46"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}