Branding

Are Your Prospects Wearing a Dorsal Fin? Find Out How to Deal with Price Sharks

Have you ever felt like your prospects are often sharking?I mean shopping on cost and always want to talk you down on price? Do you feel like the only nibbles you get are from prospects looking to get the best deal they can? Dealing with prospects that are only out to get the best deal they can, or ?price sharks?, frustrates a lot of business owners, maybe you as well. Finding your business frequently in this position may seem coincidental, however, there is perhaps a logical explanation why you always seem to attract price sharks and bargain hunters.

Let?s take a closer look, starting with your company?s brand image and your collateral materials. Having a strong business brand, web site and collateral materials is often the best repellant against price shopping sharks. All of this is based on perceived realty: if price sharks perceive based on what they see from your marketing collateral, etc. that you are a leader in your industry, they?ll probably look for bargains from your competitors first. This is perceived value prospects get based on what?s in front of them, and it is created through marketing and design. So?can business savvy graphic designers actually help you attract the customers you?re looking for and help you repel price sharks? Yes, the good ones can.

Why is it that no one walks into a Lexus dealership thinking, ?I?m really going to be able to talk this sales rep down on price?, and no one would expect to pay less for a bar of Ghirardelli chocolate than a Baby Ruth. Price sharks really looking for a bargain will almost always steer clear of companies that have a top-shelf, professional business identity and marketing materials. It would be like a shark going after a killer whale for food ? the shark could try it, but it would be easier to go after something a little more practical, like a slow swimming fish.

Compare and Contrast Scenario:
Price sharks love to compare and contrast companies, in fact we all do this whether we know it or not. Let?s say for example that you attended a business-networking event, during which you receive 3 business cards from local real estate professionals. Card one was printed on an office printed (you know, with the perforated edges), card two looks like it was printed at one hour quick copy place, and card three is a top-notch professionally designed card that features a Realtor with a distinct brand image.

Who is more likely to take their business seriously, card 1, 2, or 3?

Who do you think is probably the professional of the three?

Who?s the rookie or hobbyist?

Who would you go to if you really wanted a steal?.I mean deal?

Which realtor do you think price sharks will feel they can get a deal from?

Which realtor do you think price sharks will see as the cheapest?

If you?re like me, and like most people, you?ll guess that the Realtor with card number one is going to be the one you can probably get the cheapest price. Will it always be the correct guess? No, but in this example, Realtor 1 will receive most of the price sharks because of her/his business image. Remember, this is all PERCEIVED realty, not actual realty. In this example, all of the realtors might charge the same commission, we don?t know. But keep in mind that, ?perception is reality?, and if prospects perceive one to be cheaper than another, whether or not it?s true is another matter.

The Bottom Line for Smart Business Owners:

The fact is, companies with better, more attractive and effective business brands consistently outperform those that don?t, and having a professional brand and top-notch marketing materials is like having shark repellant for prospects that are out there trying to get good deals. Prospects know that are more likely to get a bargain from business that don?t look like they are leaders in the industry.

So working with a business savvy graphic designer that can help you create a perceived value and quality conspicuously above your competition through your business image, marketing collateral and web site, it will help weed out those price sharks. If you?re always attracting price sharks and bottom feeders, there?s probably a reason for it, even though it may seem coincidental. If this does happen to you, first look at your company image: your logo and your marketing and advertising ? spread them out on a table and ask yourself, ?Based on their quality, do they attract price sharks looking for a deal or do they repel them?? Be honest with yourself, if you saw this marketing collateral, would you expect the company is cheap or expensive based on what you see in front of you?

A business savvy graphic designer is often a contradiction in terms; however, Jeremy is a unique combination of sharp business marketer and creative designer. This one-two punch provides clients with targeted marketing, advertising and design projects that yield outstanding results and a terrific return on their investment; they actually work. Companies looking to feel more confident and credible with their business brand, tired of getting lost in a crowd of competitors and always feeling like they have to compete on price, need to call Jeremy at 480.391.0704.

If you are looking for more free insight and inspiration, you?ll want to get in on the ?Can-Do Confidence Builder?. Emailed weekly, the Confidence Builder provides you with essential marketing and design insights that help you get the most out of your investment and help you to stay one step ahead of the competition. Email Jeremy at comments@candographics.com and asked to be added to our list or visit http://www.candographics.com.

Jeremy Tuber

Tags: brand, advertising, marketing, advertising, small business, graphic, design, phoenix, entrepreneur

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Branding

Are Your Prospects Wearing a Dorsal Fin? Find Out How to Deal with Price Sharks

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