Positioning A Expensive Quality Solution

Why is quality deemed as expensive? -- Emmanuel

Very often quality is deemed expensive because it's value hasn't been properly presented. While some buyers will always choose quality, everyone else chooses on price if not given any other criteria for purchasing. Here's why ...

First, real quality should cost more. There is nothing wrong with being the highest priced service, but when you are seen as being expensive, you have a marketing problem.

Buyers don't pay for quality unless they see it will provide them (a) greater results, (b) lower cost of usage, or (c) a measurable long-term value. These measures are very subjective, so you must work with each prospect to determine what they consider important to making the purchase.

Quality can also position your company as up-market, or the choice of certain buyers, but you must explain the reason why this quality is worth the price. The more you can do this without mentioning price the better.

Being "expensive" is a factor of not presenting enough unique value for this solution in this market place. It's okay to be expensive if you have enough reasons why that's good. If positioned right, this can be part of your marketing strategy to prevent discounting and tire kickers.

If your solution has good economics (something I can cover in another issue), you can hire a copy writer to help with the positioning for an overall more profitable approach to your market. It's okay to be expensive if you know how to set your position in the market place.

© 2008 Ask Justin Hitt, All rights reserved.

Justin Hitt helps industrial and technical marketers position their expensive solutions as the only logical choice. Get selling results with http://HittPublishingDirect.com/