Compete on Value, Not Price

Be Different. Deliver Excellence.

Jun 28, 2016

Price is important, but it's not always everything.

Many organizations fall victim to lowering their prices in order to close a sale. What they may not realize, is that doing this can put pressure on other aspects of their business.

The Dangers of Lowering Your Price

  • Weaken the value of your offering
  • Force you to find other areas to make up the costs
  • Stress closing more smaller sales to keep up with goals and competitors

When you compete on price, it can make it harder to deliver an exceptional service experience to the customer. This can result in damage to your reputation, products and services.

Ways to Stay Competitive

In my opinion, for service organizations there are three basic elements that can be adjusted to meet the customers’ needs:

  1. Price
  2. Responsiveness
  3. Quality/Accuracy

Most organizations aren’t able to offer the best of all of these elements. Instead, they must find a way to balance all three. Competing on price tends to be a short-term fix. Before lowering your price, consider how you can provide more long-term value to customers.

Work smarter by finding a value-driven price that balances with the quality of services you provide to customers. Instead of competing on price, compete on the value you provide to the customer. Help your customers understand how the value you bring, outweighs the price of your offering.

Category: Business Practices

About The Author

Corey Kerns

Corey Kerns, Vice President and General Manager, is responsible for the overall vision at Collabrance, and oversees sales, marketing, operations, strategic leadership and financial performance. In 2015, Corey joined Collabrance as the Senior Finance and Operations Analyst. In this role, Corey was responsible for developing and monitoring key performance indicators, as well as assisting in the evaluation of profitability, efficiency and automation strategies. Prior to joining Collabrance, Corey started at GreatAmerica in 2011 and served as the Senior Business Unit Analyst for the Connected Technology Group. In this role, Corey led all activities with respect to financial controls and evaluating the financial implications of the business unit’s operating strategy. Corey received his B.A. in Business Administration from Wartburg College and earned an M.B.A. from the University of Iowa.