Jun
10

What price quality?

June 10, 2013 10:00 pm Published by Comments Off on What price quality?

When you’re out networking, as many busy business-owners & directors do week-in, week-out, you build up a great rapport with some of the contacts you make, and this can lead to great introductions and ultimately, convert into paid work.

It’s good practice to tweak your pitch, see what generates a good response, see what seem to hit people’s hot buttons, and then keep on honing it to perfection. Also, it pays to mix it up a bit if you’ve got a particular offer or deal, or if you’re swamped with one kind of project and need to keep your whole team busy by promoting one of your other products or services.

So the other week Michelle ventured out to networking group she’d been going to for a while.  A nice bunch of people, and a lovely venue.  We have, to be fair, been absolutely stacked in the studio with website work, so this time we’d decided in advance to promote more of the strategic marketing side of the business.

All was going well until in passing someone said how much they’d love to work with us, but that they simply couldn’t afford it. Now, alarm bells were set a-ringing by that, not because we didn’t like people to think we might be fractionally more expensive than the next agency, but because after having invested time and effort in promoting our technical expertise and great creative thinking, but because the individual concerned couldn’t see that as a general rule ‘you get what you pay for’.

There is a common misconception in small business that in order to be competitive you need to undercut the competition. No you don’t. You need to differentiate yourselves from it, add value to every stage of every transaction and deliver what you said you would at the time you said you’d deliver it. In so doing, you’re justifying the extra little bit of money you might be charging – because people are buying your expertise.

Let’s put it like this; If you’re booking a flight with a budget airline, the headline price might seem great.  But then you end up getting charged for your hand luggage, charged to book your seat, charged if you check in at the airport, charged for your in-flight meal, charged extra to pay by debit card or credit card when you pay… and actually it adds up to double what you originally thought. Whereas if you booked with a non-budget airline, the ticket price you pay includes all of those extras. The same applies when you’re choosing your agency.

So yes, it’s true that we aren’t the kind of agency that promotes an inexpensive service. There is a perception that perhaps we are more expensive than the next agency. But it’s funny how things transpire… a couple of projects we’d lost based on price earlier this year are now back with us. So perhaps alarm bells needn’t have rung quite so loudly after all.

If you’d like to have a chat with Michelle, and get a quote for marketing strategy, a new website, social media management, email marketing or SEO… then pick up the phone and dial 0330 088 9277.  After she’s gently grilled you (!) to make sure you know what you want, she’ll  meet you to get a clear understanding of your business & she’ll prepare a no obligation quote for you.  And if you go ahead with your project, unless you suddenly ask for something extra, they price you are quoted is the price you’ll pay.

Simple as that!

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