OMNIPOTENT MARKETING INSIGHT #2:

Sell Your Products At Full Margin

Most companies don’t have a problem selling their services or products once they get an audience. If you’re a salesperson who lands the appointment and can fill the prospect’s basic needs, then you’ve got a good shot at making the sale. If you’re in retail and have the leisure of customers entering your door, odds are higher that they’ll buy. Professionals who can land that initial consultation and demonstrate their product or service usually walk away with a sale - without having to compete on price alone.

If you can figure out how to do your marketing and web-building the right way - so that it busts through the clutter and bridges over the Confidence Gap - then you can easily sell your quality product at a premium price all day long...and reap huge profit margins in the process. If you’re not interested in that, and you’d rather just dump stuff out there for a cheap price, then go ahead and do it. Prepare to be eliminated from the business world. It’s all about the marketing.

You need to uncover what your customers want. You need to reveal your customers’ Value Hierarchy because you’re discovering the most important motivations, from your customers’ standpoint. Then, build your case. Prospects look to YOU to communicate to them the advantages of doing business with you. Emphasize solving the customers’ problems, and give them what they want. Consumers won’t care what the price is...if you can solve all their problems. Obviously, you don’t want to be so outrageously priced that you’re way off in left field.

Most business owners don’t realize that “price” is actually one of the lowest values on the Customer Value Hierarchy. The problem stems from this: Due to the confusion of mixed marketing messages in the marketplace (The Confidence Gap), customers have an extremely difficult time distinguishing the products and services among different providers. So when all things APPEAR to be equal (because of the general confusion from poorly articulated marketing messages), buyers default to price. People make purchase decisions based on the Case built around each product.  If the Case is poorly presented, then the remaining frame of reference used for comparative purposes is the price scale.  This is why discounting is used so routinely.

Let’s take a glimpse at something as basic as a watch. Watches wear many price tags, depending on brand and features. There’s the Armitron, which can be found at the local Quick-E-Store. It’ll set you back about $5. Then there’s the Cherokee at Target, which costs $50. There’s the Seiko at Dillard’s or Macy’s for around $500. People with very upscale tastes may spend $10,000 for a Rolex without batting an eye.

No matter which one of these watches you’re selling, you need to build a case around that product. Tell exactly why the watch you’re selling is worth the price you’re selling it for. Explain the advantages of your product and the advantages of buying it from you. Spell it out for the consumer. Break it down for them. They love that. Explain the advantages clearly and in detail - and see your profits go up.

Spring brings April showers, blooming flowers, and growing grass. And there’s nothing more unsightly than a lawn in need of attention. Lawn care companies will be out in “mowing force” ready to care for your lawn. How will you distinguish between all of them? Watch out for the ones that only say, “I’m better” or “I’ve got the best customer service in the industry.” That doesn’t tell you anything - except to let you know that they sound like everyone else.

Lawn care is usually a price-based business.  Most consumers chose a lawn care company by price. Here are some strategies a lawn care company has been using to distinguish itself from its competition and to capture high-paying clients:

• They place a sign on their service vehicle, parked in front of a local fast food restaurant, that reads:

Our COMPETITORS Hired The Stupidest High School Dropout
They Could Find To Mow Your Lawn

                         (with a sub-headline that reads)

But At XYZ Lawn Care Services, We Don’t Do
Business That Way.

Also included on the sign is an offer for a FREE report that details the top 10 questions to ask before letting anyone on your property to handle your lawn and landscaping.

• They set up a voice-mail system, capturing the name, phone number, and e-mail address of each person requesting information.  They send out periodic emails that are information-based and educational about proper lawn care.

The results are always overwhelming. To meet the demand, their challenge always focuses around lawn care fulfillment to handle all the new business.

• They develop a telephone script that accomplishes the following:

§   To determine a maximum property size they’re willing to work on (more of a concern in Texas than in California).

§   To help build a Case that explains why XYZ Lawn Care Services is a premium, high-value service company.

§   To remove anyone from their prospect list who can’t pay a premium price
for the services.

All businesses are not created equal.  And, you probably already know what it is that makes yours the better value. The challenge is to get your prospects to want to listen. And it’s even more challenging to differentiate exactly what, specifically why, and expressly how you are better. You need to explain the incredible features, the overwhelming benefits, and the uncommon advantages your products and services provide your prospects. That’s why developing a Case that separates your business from all your competitors and makes you the obvious choice...regardless of price...is essential.
 

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