Marketing Matters. Don't leave it to chance.

Differentiation is key to selling in a tough market

Differentiation is key to selling in a tough market

Great products always have a market. The question is this: What’s the value proposition that makes sense in difficult times? If your product is all about quality, you have two advantages over lesser products:

  1. Your product can enhance your customer’s brand
  2. You can offer risk-reduction purchasing strategies to your customers.

Both of these differentiators depend on the quality of your product. If your offering is really well-designed, and it stands out from the crowd, you can offer your customer a way to differentiate, simply because they own and use your product. This applies to furniture, lighting, stationery, web design, product packaging and a host of other things. If you can enhance your customer’s brand, you have unique value in a tough economy. Your customer needs to be differentiated, just as you do. This is one way you can be successful in tough times.

The second factor is about risk reduction. Of course you can always offer money-back guarantees, performance guarantees and the like. These are time-tested selling strategies. The problem is that if you don’t have a great product, too many customers will call in the guarantees. Ideally you want to offer the guarantee and have no-one take you up on it, because it costs money to service a guarantee. That’s why there’s such a strong link between quality and risk reduction. The better the quality of your product, the better a guarantee you can offer. The better the guarantee, the more compelling the risk reduction argument. And the more compelling your risk reduction offer, the more likely your customer is to buy from you—especially in tough times like these.

The bottom line: now, more than ever, quality sells.


No comments yet.

Leave a Reply