Interesting, but your competitor is cheaper. Can you go any lower on the price? And why is it that you ask more than the rest of the market? Tough questions, especially when you, as a business owner or salesperson, cannot immediately counter with a valuable answer. Because if you can’t explain why your company is worth a larger investment, who can?
Price discussions are as old as time. Customers compare, negotiate, and demand discounts. Without clear brand positioning, companies often fall back on arguments like above-average quality or service close to the people.
Buzzwords that most customers today don’t even blink at anymore. And so the conversation inevitably returns to that one sensitive point: the price.
So it comes down to positioning your brand sharply in the market. This ensures that, as a company, you stand your ground from the very beginning:
In other words, you are going to define concrete values. Values that elevate a purely financial choice to a choice for like-minded partners. Consequently, the chance of a sustainable partnership is immediately much greater. Your customer will not simply switch to a competitor if they can fully identify with your company’s values.
Once your brand positioning is established, everyone within your company must, of course, know which values you preach and why. The sales team plays a crucial role in this. Never again should they feel like they are defending a price point. Instead, they should be convincing potential customers and partners of your company’s unique value.
Netalux, the Rolls-Royce of industrial laser cleaning, is two or perhaps even three times more expensive than their competitors. A topic the company logically preferred to avoid during customer meetings.
Expliciet therefore suggested exactly the opposite: why not play up that price as their greatest strength? Their new baseline: At all costs. Price as value. Precisely because their products and service fully justify their prices. In exchange, Netalux customers can count on them at all costs. A positioning that radiates confidence and immediately serves as a great source of inspiration for the sales team!
In summary: a transparent price strategy remains necessary. You must be able to explain why your price is logical and consistent. But you only truly make a difference in how you package that value: why are you worth the customer’s investment?
At Expliciet, we help companies and their sales teams make that translation—from strategy to advice to practice—so that your brand positioning pays off immediately. Ready for an initial brainstorm? Contact us soon for an introduction!