Your Business Type
|Not Normal Marketing
September-October 2006: Don't Be the Cheap Guy
by Stephen Ghelerter
As a marketer, you
must do something to make your prospects interested in your
company. Presenting yourself as the low price guy is the most
obvious and common position that is promoted, though it may not
be the wisest.
minimizes the value of your product or service to the customer,
and cuts into your profit. Low price could create an impression
that you deal in "cheap" products or provide poor
service. Furthermore, if you lower your prices or offer coupons,
your competitors could do the same and all you would have
accomplished is to reduce everyone's profits.
you don’t always need a low price to make an offer attractive.
There are many other attributes of your product and your company
that you can promote that will again differentiate your offer
from the competition.
didn't advertise that they were cheaper than Hertz, but that they
tried harder. Papa John's doesn't advertise that their pizzas are
cheaper, but that the use better ingredients. Domino's is known
for fast delivery service. Craftsman tools are known for their
quality and lifetime warranty, not their prices. And convenience
stores are anything but cheap, yet they keep busy. Fashion items
often carry prices way out of proportion to their cost.
too can sell something other than price. Here are some ways:
and union made products.
Rush service, or
fast regular service.
(golf, holiday gifts, etc.)
Having a unique
Sales of your
products support a charity.
Making it easy for customers to do business with you.
expertise and large inventory of some specific area, like a
hardware store having an extensive paint department.
A well known
Choose what is right for
you, promote it hard, and walk the walk. Let the price shoppers who have
no loyalty to their suppliers go to the cheap guy, and let him not make
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