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I’ve been lucky enough to work with clients across a wide range of industries, helping them attract and retain new customers. When I research what their customer’s purchase drivers are, price is never number 1 on their list. This is because their primary focus is to find a solution that will do the job well and won’t see them needing to go through the same time-consuming procurement process again for a good while.
Of course cost is a factor, but capability, trust, knowledge (product and customer) are rated as being far more important when it comes to the final decision.
So this poses a question: How are you making sure your target customers know you have the capability and trust you to deliver the solution?
This is so important, especially in the early stages of the buying process, because if you don’t get it right and if you’re saying the same thing your competitors are saying, price will start to come into the decision with a much heavier weight…and that is a pressure on your margins you want to avoid.
If you want to elevate your business above the battle on price, you need to make sure you create engaging marketing campaigns that connect with your target audience with messages that aren’t a copy and paste from your competition.
Create helpful guides, “top tips” and “how too”s that both educate your audience on the product and your capability to deliver at the same time. This should be about 70% of what you send out (social, website, 3rd party media and at events).
Look to split the remaining 30% into 20% about your business and 10% sales messages (promotions, unique offers, pricing/feature tiers etc).
By delivering helpful content you’ll build trust within your target customers and this will elevate you above the price pressure that your competitors will be fighting it out over.
If you want to get into more detail, why not download my “Launch manual for out of this world campaigns” and see all the
steps from start to finish
…or give me a call and we can meet for coffee.