People Shop Price, But They Buy Value
Frustrated sales clerk: “I am unable to sell our products because our prices are higher than the competition.” Successful sales professional: “Stop selling products and start selling value!”
Unless you have a completely unique product to sell, chances are you are selling the same products as your competition. Your product may be made better, last longer and do a better job for the customer, but chances are it’s still pretty much the same product to the customer. Most customers think a hammer is a hammer, no matter how much better one is constructed than the other.
But that’s okay because your customers do not really buy products. They buy the results the product will give them. And if your results, the value, are worth more to them than the value offered by your competition, you can easily receive a higher price for it.