If you’re competing against the big guys—national-chain
service providers, or online retailers—it’s going to be hard to win on price.
In fact, you may not want to win if it means being the cheapest. But you can
turn this into a fair fight and, as a small business owner, you’re uniquely
qualified to come out on top: Instead of price, focus on the value that comes
with quality local products and personalized service. And turn your community
connections into lifetime customers that appreciate long-term value over
short-term discounts.
Take automobiles, for example. In the short term, you keep cash
in hand by purchasing the lowest-priced model. But that purchase comes with
hidden expenses. A low-cost model will likely get fewer miles per gallon than a
midrange or higher-end vehicle. Will you find yourself in the repair shop more
than if you had purchased at a higher price point? In the end, buying low often
comes with higher costs in the long run.
Use the opportunity to discuss price—and quality—with potential
customers. Position yourself not as the cheapest provider, but as the best
value. Build these points into the culture of your business:
Don’t lowball yourself: Customers will pay a
little more for a product or service if they see the higher quality and trust
you to deliver it. Use your website to tell that story: Highlight specific
features or unique aspects of your product—or the skill and experience behind
your service—and include testimonials from other customers who can attest to
the quality you deliver. When you meet customers in person, don’t assume they
see the quality for themselves—point it out to them. And don’t hesitate to
provide an estimate that may cost a little more than competitors’. Take the
time to explain why the estimate may be a little higher—it’s not the cheapest,
but it is the best value.
Position yourself to be seen: Visibility, convenience
and attentive service can go a long way toward establishing value. Make it easy
for customers to purchase your products and services. For instance, ensure that
your telephone number is listed correctly wherever it appears—and that calls
are returned promptly. On your website, make sure that all contact emails or
submission forms are monitored and answered. And if something goes wrong,
deliver a convenient, quick fix.
Turn connections into leads: Today’s consumers care
about the impact businesses have on their communities. As a small business
owner, you can earn customers’ loyalty—even at higher price points—by
highlighting your local connections, jobs creation and social responsibility.
Remind customers that the money they spend with you stays in your community. If
your business supports local causes, solicit a testimonial for your website.
Local connections can even help generate leads, such as when you attend games
for a local youth sports team you sponsor, or when you donate goods or services
to charitable social functions. Customers will appreciate, and pay for, quality
that contributes to their communities.
No comments:
Post a Comment