Technology Marketing Minute

How Avoid Losing Sales
To Competitors Offering
Cheaper Prices

By Robin Robins, President, Technology Marketing Toolkit, Inc.
www.technologymarketingtoolkit.com

Do you lose sales to your competitors simply because they undercut your rates?

Are you tired of lowering your margins to compete?

Do new clients readily accept your fees or do they look pained when you deliver a proposal?

If you struggle with these problems when quoting your fees to new clients, take heart. Most customers are not shopping on price alone, but they are looking for the best deal and a vendor they can trust. Unless you are selling a commodity or average (or below average) services, then I have a solution to your problem.

But first, let me explain why you are getting fee resistance.

Why You Are Getting Shopped On Price

Before I can tell you how to avoid getting shopped on price, we need to look at why you are getting fee resistance in the first place. Put yourself in the customer’s shoes. Most of the prospects you encounter are just like you.

They understand that you get what you pay for and that all vendors are not created equal.

In almost all cases, they are looking for an honest, trustworthy vendor that will deliver on their promises, provide reliable service after the sale, and not take advantage of them by selling them the wrong solution or more than they need.

Ok, you provide all of that. So why are you still getting shopped on price?

Because you are doing a lousy job of convincing the prospect through your marketing, web site, and sale presentation that you will actually deliver better than all of your competitors.

A new prospect cannot validate any of your claims until after they work with you; until they actually hire you, they are completely and solely judging you on your marketing alone.

Since your marketing is weak and lacks a compelling and believable argument as to why the prospect should hire you, they naturally use price as the primary means of choosing between you and your competition.

Your Marketing Is Actually Inviting Prospects
To Shop You On Price

Take a fresh look at your ads, web site, and other marketing materials. Do these marketing communications clearly define how you can service the customer better than your competitors?

Do they provide proof with guarantees, client testimonials, case studies, or other supporting evidence that you will actually deliver on your promises and provide excellent service after the sale?

Do you clearly define why a prospect should buy from you instead of other vendors providing the same or similar services?

If your marketing materials look exactly the same as all of your competitors, then a prospect is naturally inclined to believe that you are “just like” all the rest and will shop on price.

After all, if you appear to provide services and solutions that are just the same as everyone else, why should they pay more? If you thought you could get the exact same service, quality, and value from vendor A for less money than vendor B, why wouldn’t you choose vendor A as well?

That is why you are getting shopped on price. Either you are delivering average quality and service and don’t deserve higher rates, or you are not effectively communicating why it is more advantageous to buy from you over your competition through your marketing. Either way, you are going to lose sales to cheaper competitors.

Remember, quality, service, and dependability are expected. If you didn’t deliver that at a minimum, you wouldn’t be in business in the first place. Your message has to be far more convincing than that.

How To Develop A Powerful, Convincing
Marketing Message

If you want to learn how to create your own USP (unique selling proposition) and what words, offers, and promises are proven to get profitable new prospects seeking you out for your expertise, then click here now to join me at an upcoming Client Attraction and Marketing Blueprint seminar.

Here’s a small sample of the topics that will be covered:

Hear how other SMB computer consultants are doubling the number of qualified leads and new clients they get using a no-sales person marketing system that doesn’t require a sales team or large marketing budget to work.
Discover little-known auto-pilot marketing systems that will cut the time and effort of selling in half. Finally, a way to get clients calling YOU, even if you have an extremely tight marketing budget.
Learn the marketing methods that are absolutely the BEST for promoting your computer consulting services, and which ones will waste your time, drain your bank account, and leave you disappointed and frustrated.
See actual case studies and campaigns other small SMB computer consultants have used to attract profitable new clients, sell managed services, fuel referrals, and substantially increase profit margins.

Let’s face it…

You don’t have a lot of time and money to spend on marketing, and chances are you aren’t very good at it either. Yet you know how critical it is to the success of your business and your personal income.

Less than 5% of Americans retire financially self-sufficient --- that means 95% of all Americans retire without the financial means to support themselves.

If you don’t want to be part of the broke majority, then take this small step in the right direction by clicking here now to register for my Client Attraction and Marketing Blueprint Seminar.

It’s 100% guaranteed to show you how to make more money, attract a better quality of client, and finally get a solid, reliable marketing plan in place.

You’ll see actual case studies and examples of marketing systems used by other VARs, MSPs, and System Integrators to dramatically increase sales. You’ll learn exactly what type of marketing works best for attracting new clients, and the type of marketing that will leave you frustrated and broke.