by Dr Greg Chapman
Unless you are selling a commodity product or service, such as petrol where all prices displayed on roadside boards where you can compare 3 or 4 stations’ offers before you have to stop to refill, you need to give your buyers clues on the value of your services. Even brands may be treated as a commodity in this respect. You have decided on a particular brand and model of plasma screen TV and now you browse the internet for the cheapest price.
The fuel example is a commodity product and the TV screen example is a commodity service (a retail distribution service of a non-commodity product).
So even if you aren’t selling a commodity product, the first question many people ask is: “How much will it cost?” and if you tell them, it could be a very brief conversation, unless you are the cheapest. More...
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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