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Competing on Value, Not Price
Building relationships trumps product and service promotion in gaining market share and share of customer
There are three critical considerations to take into account when competing via a value-added strategy:
- building the right kind of relationship,
- creating a scalable, sustainable value proposition and
- determining the most effective method of communicating your value proposition.
It all starts with building the right relationship; one that goes beyond the contractual and transactional to creating an emotive connection with business owners. It's a relationship where the customer or prospect prefers your product and brand because you've appealed to their unique needs, values and characteristics.
A scalable, sustainable value proposition then must answer to an owner's unique challenges and values. Helping an owner better run his or her business and lowering their sense of risk is the most powerful way a marketer can appeal to that owner's most basic needs and spark that emotive connection.
Communicating your value proposition requires highly relevant, direct-to-customer custom media that integrates your product and service messaging, with integrity, in an editorially friendly environment.
Learn more about how Trendline can help you build profitable sales relationships. Call Angus Macaulay at 207.985.2531 or e-mail him at angus@trendline-co.com.
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