Do you find yourself competing on price? Do you often talk to a prospect, think you have made the sale and then they decide to shop around and buy based on price? If this sounds familiar, then potential clients probably perceive you as a commodity. They think the service you’re offering is much the same as the service offered by LOTS of other people. So it makes sense for them to shop around and buy the cheapest. Wouldn’t you?

I know you think your service is unique, and potential clients should be able to understand that and should be able to see your value. But if you’re competing on price, this is a red flag that your potential clients don’t see your unique value. Instead, they perceive you as a commodity. In this case, you need to do something about it — and fast.

The question is what do you need to do so you are not perceived as a commodity? The solution “seems” obvious: make yourself unique. This will take “shopping for the cheapest” out of the equation and instead, potential buyers must make a decision based on the value of what you’re offering.

How can you make yourself unique?
Determine the unique value (results) of your service. Get really clear on the results you achieve for your clients. Then look at those results as a potential client would. Don’t cut corners doing this exercise, it’s crucial. Dig deep to find the answers. If you’re not clear on your own value how can you expect your potential clients to be? Once you’ve done that, figure out what it is you offer that no one else does. I would suggest asking some of your clients these questions. Their answers may surprise and enlighten you.

Last 5 posts by Tessa Stowe

• Hate Selling? Start By Being “You” When Selling - October 5th, 2007
• What steps can you take to overcome your fear of selling? - September 29th, 2007
• Are You Having Sales Conversations From Your Head? - September 23rd, 2007
• Three Steps To Authentic Sales Conversations - September 22nd, 2007
• A Simple Sales Strategy: Ask Questions - September 17th, 2007

This entry was posted on Friday, August 24th, 2007 at 1:43 pm and is filed under Target Market, Pricing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.