November 2004 Focus on Customer Service

All things being equal, customers buy on price. The barrier to overcome for successful sales and marketing professionals is to make sure that all things are not equal. In reality, price is often more of a concern to the seller than buyer. Price is what sellers talk about when we get together. If price were the only factor affecting a sale, however, the lowest price bidder would always win. Elf pop (does it even exist anymore?) would be the soda giant, not Pepsi or Coke.

The truth is, though that many consumers consider quality, service and perceived benefits before they consider price. It is our job to make sure all things are not equal - that our products and services offer additional "perceived value" rather than competing solely on price. Illustrating the additional benefits you can provide will command a higher price.