Saturday, February 15, 2014

Focus on Value, Not Price

Years ago, I asked Zappos if it would match a competitor’s price for a pair of shoes I wanted. The short answer: no. The long answer: We’ll match their price when they match our customer service (my words, not theirs). That kind of self-assurance is admirable—when you can back it up, as Zappos surely can.

Zappos’s rejoinder echoes advice a colleague one imparted. According to Gene, when a prospective client balks at your price, instead of haggling, shift the conversation to value. Focus on how you can help. Detail the benefits you bring to the table. If you feel comfortable doing so, remind the prospect that as in all service industries, you get what you pay for.