Selling on Price is a Disaster Waiting to Happen!
Author Lawrence L. Steinmetz said, ‘If you think you can match or sell below your competitor’s prices, you need to understand that you will have an ongoing, lifetime gun battle of survival which, sooner or later, you are going to lose. There is nothing that is ever going to make that go away.’
As a gun slinger in the Wild West, you had to be quick or dead. No matter how fast you were, eventually you either slowed down enough or met someone even faster which mean RIP!
The way to increase your profit margins is to be the first and only choice for your customer and prospect. The surefire way to do that is to distinguish your business by excelling at customer service.
Work on developing your competitive edge in 5 areas:
- Competitive, but not necessarily lower, price
- Quality that is unmistakable from the moment of ownership
- Service that transforms your customer’s life
- Marketing that is aggressive, constant and present online and offline
- Delivery of absolutely everything you promised and then more
Justin is the Managing Director of Active Management, which he began January 2004. He offers coaching to businesses worldwide in everything from start up and design to marketing and sales systems. Justin also facilitates four Australian and New Zealand ‘fitness industry roundtables’ events, which allows him to see a huge cross section of business models.