Suppose when you get home from work tonight, you learn that your clothes dryer is broken. What would you do?
Well, many of us would probably begin researching a new dryer online. Perhaps going to GoodHousekeeping.com or ConsumerReports.com to learn a little, or perhaps straight to Sears.com or Lowes.com to begin to price them. Let's say you've done that and have narrowed your search. Some of us would order online, but others wouldn't feel comfortable spending several hundred dollars sight unseen. So, you hop in your car and head to the store.
Once you are there, you narrow the selection down to these two dryers.
They look the same. They are the same size, same capacity, same energy usage, same number of cycle options, same warranty, same shipping, same everything. Except, one on the left costs $400 and the one on the right costs $700. Which would you buy?
Most people would opt for the $400 model, since everything else is equal. However, just as you are about to make your choice, the sales person says this:
"Allow me to demonstrate something that may affect your choice. The dryer on the right, the one for $700, when the dry cycle is complete actually irons, folds, and puts away your clothes for you." The buzzer goes off, the door opens and out pops perfectly ironed and folded clothes straight into a nearby dresser! Now which one do you buy?
Think about it. How many of you Gentle Readers drive a Mercedes Benz or BMW versus a Chevrolet Aveo? Why? The Aveo gets better gas mileage and you can buy a brand new Aveo every 6 months for what one Mercedes costs. So, why don't we all drive Aveos?
Because we are consumers and most consumers are willing to pay extra to get extra.
But, consumers have to know they are getting extra, and the extra has to have value. Once you learn the extra "value add" things you and your company do for your clients, your job is to make sure your consumers know all about them.
OK, by now I'm sure many of you are wondering what my point is here. It is simply this: If you never demonstrate to a consumer how you are different from your competition, why you are better, do not blame the consumer for making their choice based on price alone.