Customers will sometimes make unfair comparisons to your competition. So, you need a framework to help customers see when their comparisons aren't apples to apples. Myra walks through the two ways to respond to comparisons about your price or quality.
- In 2007, I got a new Jeep Commander, upgrading from my Jeep Grand Cherokee. Almost immediately, I had buyer's remorse. The vehicle was fine, it was the amount of money I spent on gas. I was going to the gas station more often and spending more money than I was with a Cherokee. The issue wasn't that the Cherokee got better gas mileage, at least that's not the entire story. My Commander had a bigger engine and a bigger tank, and in 2007, just after I had bought my Commander, gasoline prices rose 8%. Comparing my Cherokee to my Commander wasn't an apple-to-apple comparison. They were two completely different vehicles, and gas prices shot right up right after my purchase. Customers will sometimes make unfair comparisons to your competition as I did with my SUVs. You have to help customers see when their comparisons are actually apples-to-oranges. Let's walk through the two ways to respond to comparisons about your price or quality. For pricing comparisons, point out the benefits you offer. I just bought my dad a flip phone, and I'm paying just 14.99 a month for his minutes. I pay $65 monthly for my phone plan. If I went to my carrier and said, I want you to price match what I'm paying for my dad's phone, here is how the company could respond, focusing on their unique selling points. Your dad's plan doesn't include text or data, and he only gets 200 talk minutes monthly. Your plan has unlimited data, text, and calls, plus you get the hotspot. Yes, your dad's plan is cheaper, but you couldn't get through your day without data and text, right? Often, when you pay more, you're getting some additional features. Point out the benefits customers get with you. For quality concerns, you can justify any perceived lack of quality as a benefit. For example, if I went to my dad's flip phone company and said, what I don't like about this phone is there's no GPS, no YouTube, and no Weather Channel app. My quality comparison could be justified this way. People who buy this phone tend not to use lots of apps and they aren't texting. We designed this phone with the precise features seniors need, and we make things affordable by not including things they won't use. One last thing. When you present your benefits, don't make negative remarks about your competitors. You'll be more persuasive by keeping things positive. Just focus on your unique selling points and the benefits you offer, and that should be enough to help customers decide what's best for them.