Seth’s Blog: Purple Cows and commodities

6. August 2013

Earlier in this blog, we mentioned that salespeople often complain because their price is too high. But, what this really means is, they have not positioned themselves properly in concert with the price they’re charging.

As Seth’s Blog: Q&A: Purple Cows and commodities, you might go even further: „Businesses have worked overtime to turn things into commodities, telling us that they sell what the other guy does, it’s the same, but cheaper. … Every time you say, ‚all they care about is price,‘ you’ve just said, ‚they don’t really care, they just want to get the buying over with, cheap.‘ “

Entering into a price competition may be promising, when you are looking for shortterm results. An increase in sales, capacity utilization or market share. Longterm, sustainable success is mostly based on differentiation. This is why you should argue value instead of price.

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