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Main » 2011 » August » 24
There are eight basic ways to defend against a lower price. Master them all, and you’ll spend a lot less time negotiating and a lot more time closing deals. These eight, great differentiators are the keys to defending a high price against lower priced competitors:
* #1: Feature. Something in your offering is different than the competition’s. This can be something major (like a key technical feature) or something trivial (like a color).
* #2: Brand. The customer is accustomed to purchasing your offering and automatically thinks of it as superior, or buys it more or less automatically when confronted with a choice.
* #3: Convenience. Your product is easier or cheaper to purchase, or can be delivered faster, or can be replaced faster, or is easier to get serviced.
* #4: Quality. Your product, even if exactly identical otherwise, is better made, lasts longer, and/or has better support and service.
* #5: Personali
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