In this episode I teach an important marketing lesson about how to sell value and not price!
Thanks Jim, once again you are spot on I think. Standing out in that huge crowd of other businesses requires you to really be unique. People should think of something so that their costumers can say: “I go their because…. (fill in your amazing idea)”.
Wow, your post makes mine look fbeele. More power to you!
Value from showcasing your unique differences from your competitors is vital in your business. Of course, you can toot your own horn and list off all the ways you are different, but what is even more effective is acquiring testimonials that showcase those key differences. All testimonials are not created equal! You should have testimonials that can be used strategically to showcase those key benefits and features that make your company unique and stand out.
Standing out in your customers mind so that you are no longer an apples to oranges comparison was right on the money. We have done something similar to your bike shop guarantee with our candles in offering a 100% money back guarantee and for our wholesale customers, they even have 30 days to try and sell them. If they aren’t moving in their store, they can return the unsold portion for a refund. Nobody else in the candle industry is making such an offer.
Additionally, many of our customers come through independent gift channel sales reps. To make us stand out in the eyes of the reps, we provide a newsletter to all of the reps customers that purchase our candles and even prospects. We will even include ads from the rep along with our mailing. Many of these end customers are small gift/souvenir shops so we provide marketing tips along with a special promotion each month.
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