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Here's this week's Marketing
Minute...
People Don't Always Shop Around
One of the biggest worries I hear in discussions with
clients about pricing is "But I can't charge so much more
than Competitor X!"
An underlying assumption: Nearly everyone shops around and
therefore would realize (and care) that this company was
charging more.
That's wrong.
When buying a product or service for the first time, or
rarely, many customers have only a faint expectation of what
it probably costs - or no idea at all. For example, someone
who has never attended a seminar or renovated a kitchen may
have no mental benchmark for those items.
Others don't know how to find your competitors. Or they
lack the time or energy for research.
Still others don't care. They want to buy from you - because they already trust you, because you're convenient,
because they want what you're selling without delay, because
it's boring to shop or because they have a budget to spend
before the end of the month.
Be confident in the value you provide and the match you represent for those who connect with you. Let go of unfounded fears.
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