"“When prices can’t be lowered, focus on the ways you’re ahead of your competitors in terms of quality. Clients care about price, but they care more about the quality of what they’re getting for their money. Customer service is also a key point.Muita gente que lê textos com este tipo de mensagem torce o nariz e reage como em 1992 reagi ao ler o artigo de Marn e Rosiello na HBR.
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“As our market becomes more competitive, we increased prices to help us tell the story of how we are different. When our prices were lower, it was harder to tell a compelling story.
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“Competition is the ugly truth of business and sometimes it can get nasty. If a competitor is undercutting your price, then you need to react by further positioning your offerings as more valuable than others in the market. It is all about keeping your company on its own path. Racing to the bottom against someone setting the pace can easily end up with your business crashing and burning.”
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“If you focus on price alone, you’ll never win the war. Focus on the value your product will bring your customers and why your product is what they need to become more profitable."
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Seguir estes conselhos sem ter iniciado um prévio trabalho de diferenciação não é muito saudável.
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Quando é que a sua empresa vai iniciar o seu trabalho para a grande viagem da diferenciação?
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