Move the Battlefield Away from Price

Last time, Marka the marketer and Zoot the salesperson discussed the importance of “top-of-mind” positioning. This week, the topic is “moving the battlefield away from price.” Remember, fire is just a fancy metaphor for print.

Today’s FIRE! Point:

If you’re competing against other companies without moving the battlefield away from price, your printing services are nothing more than commodities. Even though many print buyers pay lip service to low prices, their security depends on reliability, quality and expertise—not price. If you position your business as the safe choice, you will move the battlefield away from price, earn a better margin and develop greater customer loyalty.