Stop Selling on Price

We recently remodeled our house. We put together a big spreadsheet to keep us on track, and as I reviewed it recently, I discovered something interesting. We paid top-dollar for our window coverings, because we had used the company before and knew they did an amazing job. We priced out the lower-priced competitor, and almost went that route, but in the end we were worried that if we were the ones who had to measure and install, we would mess it up.

However, we paid low-dollar for our tile installation. We had to put up with our tile guy not showing up on time, and sometimes not showing up at all, but we knew it would be worth it because his end product is amazing and he is inexpensive. In fact, even though we know we will have to put up with more frustrations from him, we’re on his schedule for next week to do another project for us. His value is amazing.

It’s not about price. It’s about value. It’s about finding out what’s important to your customer, and proving to them that you can provide it. In our case, a great end product and price is worth more than great customer service. But, for our window coverings, great customer service was our top priority.

It’s about asking questions so you fully understand their business and their frustrations, so that when you present your product, you’re presenting what they care about.

What do you think? Let me know in the LinkedIn comments!