In Sales, Face It...It All Comes Down to Price
This is an open letter LeBron James style that I am writing through this blog post. LeBron chose Sports Illustrated and my choice is Printing Impressions.
You see this title and know it is true. You tell me this all over the country. You see, in 2014, printing sales is quite simple as it all comes down to who has the lowest price. If you get your pricing tight, then you have a chance of winning some business. If you cannot do this, then buyers will not consider you. It is all about price and you must feel like a robot order taker. Are you feeling better about your sales now?
Not so fast, as there is something else I need to mention.
The goal was to get your attention as we have the focus of gold fish (about 8 seconds). Friends, this “all about price” statement is absolutely and unequivocally false. If you are selling on price and this is what separates you from your competition—you should be concerned! Thus, you must immediately learn how to differentiate yourself or get out of this business.
You see, what it all comes down to is value. What is value? Value = Your price + YOU + Your company’s services/offerings that go above and beyond the norm. So, you ask, does price play a role? You bet. However, it is just part of the equation.
Someone has the ear of your prospect or client. Is it you? Someone is telling them your price is too high, so you will go away. It is true that in some cases, a buyer is only concerned about the bottom line price and nothing more. Note: move on from such prospects/customers.
Let me share one more thing with you as I get to see a lot. There are many companies that are making a ton of money in this industry. And they are not selling on price. In contrast, there are many who are barely making it and differentiate themselves based on price.
Ryan T. Sauers is the president of Sauers Consulting Strategies. The firm consults with the front end of printing and related organizations across the U.S. Key focus areas include: sales growth, brand positioning, organizational communications, organizational strategy, and integrated marketing. Sauers is a national speaker and writes feature articles in global publications. He is also an adjunct university professor teaching leadership, communication and entrepreneurship to business leaders. Sauers has been recognized as a thought leader in human behavior. He is a Certified Myers Briggs and DiSC Practitioner, as well as a Certified Marketing Executive. He is working on his Doctoral degree in Organizational Leadership and will achieve certification in Emotional Intelligence later this year. Sauers is author of the best-selling books: "Everyone is in Sales" and "Would You Buy from You?," and the host of Marketing Matters, a weekly radio show discussing relevant topics as they relate to marketing and communications. Visit: ryansauers.com