In this post, we’re going to show you how to compete on value while keeping your pricing the same.
Before we get into that, let’s quickly go over why you should never compete on price.
Why You Shouldn't Compete on Price
There are three main reasons:
- It makes increasing your pricing difficult - Once you lower your prices, it becomes harder to justify increasing them in the future. A reduction in price will imply that you were previously overpricing your services.
- Lowering your prices attracts bargain shoppers - You shouldn’t be looking to attract shoppers who are always looking for the best deal possible. These types of consumers most likely won’t stay loyal to your brand and will change providers as soon as they get a better deal.
- It’s a race to the bottom - When you cut your prices, your competition will almost inevitably do the same. This will go on until you reach a price point that allows for the lowest profit margin possible.
How to Compete on Value
If you want to compete on value instead of price, you’ll need to make sure you have a clear understanding of your audience.
You’ll also need to focus on the benefits of working with you, address your customers’ fears and concerns, educate buyers, and make sure to keep your pricing consistent.
1. Understand your target audience
The first step to being able to compete on value instead of price involves gaining a better understanding of your target audience.
Put some thought into who’ll be paying for your services, how those people make decisions, what specific pain points they have, and how they think about your competition.
You need to clearly understand the problem your target audience is facing, as well as how you can address that problem and fix it.
A great way to do this is to conduct a customer survey to find out more about your past and existing customers.
Use the survey to learn which aspects of your service that your customers value the most and find out what they consider to be a realistic price range for your offering.
2. Address customers' fears and concerns
Once you understand your target audience’s fears and concerns, you need to address them through your messaging.
Are potential customers afraid that you might do a bad job? Point them to your satisfied customers.
Maybe they think it’s going to take too long to fix their problem? Let them know about your average turnaround time.
Potential customers need to know that you understand them and their problems. Show them that you can solve their issues and improve their life.
3. Focus on benefits
A lot of businesses make the mistake of focusing their messaging on the features of their service.
You need to understand that consumers don’t care about your business or service; they care about the results you can provide.
That’s why you should focus your brand messaging and sales pitch on the benefits that come with purchasing your service and doing business with you.
4. Educate buyers
Consumers aren’t experts on windows or window installation, but you are. You need to educate them on the matter and help them understand why you’re the best choice for their needs.
Show your target audience that you truly want to help them, rather than just take their money.
By educating potential customers, you develop a long-term relationship with them so that they think of you when they finally need the service you provide.
5. Keep your pricing consistent
It’s important that you keep your pricing consistent if you want to compete on value. This will allow you to stand out among your competitors who lower their prices to try to get more business or increase pricing to generate more profit.
Keeping your pricing consistent also says a lot about how you do business in general. You want to be seen as trustworthy and reliable, and keeping your prices the same all the time will help.
Start Competing on Value Instead of Price
As a window dealer, you should never try to compete on price because there will always be someone willing to do the job for less.
Reducing your prices makes it extremely hard to justify increasing them in the future. It also attracts bargain shoppers who tend to change providers as soon as they get a better deal.
Price cutting also usually turns out to be a race to the bottom, with both you and your competition cutting prices until you reach a point where you can’t reduce your pricing any lower while turning a profit.
If you want to compete on value instead of price, you need to gain a deeper understanding of your target audience, their needs, pain points, and challenges.
Address your customers’ fears and concerns and show them that you can solve their problems and improve their life. Focus on the benefits of your service.
Educate buyers to develop a long-term relationship with them and position yourself as an expert.
Finally, try to keep your pricing consistent to stand out among the competition and show that you’re trustworthy and reliable.