“Our products cost so much more than our competitors. How in the world do we convince attendees to check us out, when everyone’s so focused on the bottom line?”
The question could come from any industry, and it’s becoming increasingly common as a tightening economy makes buyers more price-conscious. However, the company that lives by price also dies by price. Savvy exhibitors know that to appeal in this type of market, it’s critical to highlight aspects of their products and services that are more important than money.
The three most pivotal factors are:
1. Speed
Can you be, as Seth Godin puts it, overwhelming faster than the alternatives? The speed with which your organization can fill orders, deliver product, and take care of customers is a critical differentiating factor. Customers are starved for time: no matter what industry you’re in, turnaround times are shorter than they’ve ever been. You can stand out from the crowd by being the fastest.
2. Spirit
Genuine enthusiasm and conviction that your products and services are the absolute best choice for the customer are powerful selling tools, especially in the face-to-face environment of the tradeshow. If you can concisely and articulately convey why your products are worth more, without apologizing, price becomes a non-issue.
3. Style
There are trends in everything: in the B2B world, in manufacturing, in retail. Can your organization position itself as the trendy choice? Buyers are influenced by what their colleagues and peers think: no one wants to choose a loser. Consider what you can do to secure a position as the ‘obvious’ right choice, or even better, ‘the best’ company to buy from. Then, once again, price becomes a secondary consideration.
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I admit I am not tryng to be the lowest price provider. Why? The most important thing they get working with me is ME!
I make sure all the I’s are dotted and T’s are crossed before the order is placed; none of us want hassles.
My knowledge, experience and consulting is included in the price my clients pay.
I don’t over-promise! My clients know what to expect and how we can control all costs. They know how to track ROI, response rates, and we discuss the value of aquiring a new account or client compared to their investment using our product. We discuss their goals and how to acheive them and let them know how to make it happen within their budget.
We help our clients Meet THEIR Needs…Budgets…Deadlines.
We usually receive “amazing results” comments from our clients. Our client’s recipients let my clients know how much they appreciate receiving our promotional items. RJSCO clients enjoy double to triple “normal” response rates (e.g. 4% to 6% on the first mailing!).
We all know you DO get what you pay for! What is that old saying about the bitter taste of a poor choice based on low pricing?
We do try to provide the “first-in” quote and ask for “last-look” so we can assist clients in making their best choice and understand the differnces (comparing apples to apples).