By Jaynie L. Smith
Research Proves Customers Value More than Just Price
The sequel to best-selling business book, Creating Competitive Advantage, challenges the all-too-common issue of price pressure. Many companies lament that price pressure has destroyed their margins – but data from thousands of double-blind market research surveys reveals that more than 90% of the time, price is not the most important factor when making a purchase decision. Chapters are loaded with case studies and research that demonstrate how companies achieve remarkable results when they define relevance and use hard data to sell value over price.
More than Just Price
- Differentiators are not competitive advantages if they are not relevant to the customer.
- Companies must not only sell value, they must also sell what is specifically of value to the customer.
- The majority of marketing and advertising efforts rely too heavily on creativity instead of relevance.
Relevant Selling drills even further into the competitive advantage concepts – showing readers the critical role that buying criteria plays in your content marketing strategy. Understanding what is most relevant to your customers, your prospects and your different target markets – noting that they almost always require tailored marketing messaging to be relevant – increases confidence and negotiating power while shortening the selling cycle.