That’s the question your prospects are asking themselves when they are making a buying decision. If you don’t make it clear why they should choose you, they just might go to your competition or they will decide based on price, making it a commodity decision. That’s not the place you want to be.
In a blog post by Third Force marketing firm, they suggest that 60% of your customers may be making a decision based on price. They write:
It’s just the “Physics of Marketing” at work. If your customers are complaining about price, what they are really saying is “I don’t really know why I should choose you?” If two options look the same – then PRICE will be the deciding factor. So, if you’ve lost some business on “price” – your customers just couldn’t see any difference between you and the other guy.
Creating a strong brand image is one of the best ways to move away from price as the deciding factor. Your brand message and marketing strategy will let your prospects and clients know how they can depend on you, what sets you apart from your competition and what value they can expect from doing business with you.
After you’ve created your brand image, communicate it at every opportunity and be consistent. Every person in your company, every piece of advertising, every letter, web site and online profile should support and enhance your overall brand message.
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