Firstly, price is never the only thing. If you think that it is, you will always be challenged to make money in your business because you are focussing on a single factor, when in fact there are many more. In fact, that you have great control over. Let’s look at how you can differentiate:


1. Understand all the factors in play with your customer. Yes, price is important and it always will be but there are other factors as well:

    a. Your reputation versus your competitors – what do you always do that your competitors do not. Could be seen as a positive by your customer. Do they know that you do this? How much would this be worth to the customer if they did know.
    b. Your experience – maybe you are a better problem solver than your competitor. The more complex the job, the more important that this becomes. However, for your customer, they may be purchasing your service for the first time. They may be completely unaware of the challenges faced in setting up your product or service and they may be equally unaware of the consequences of these if left unresolved.
    c. Your team – not everyone has a team of people capable of doing the work. How would you rate your team? This can even include sub-contractors. If you regard them highly, then you need to be able educate your customer on the value of same.
    d. Your ability to differentiate. Yes, you know why you are better, why you are different, why it should not be always on price. Wht does the customer not know? Because they may have not purchased your service before. Its up to you to educate them. How well do you do this.

2. Understand that you have a role to play in helping someone to buy your product or service:

    a. What does your website say about your product or service?
    b. How well does your quote stack up? Did you put enough time and energy into its preparation?
    c. How well did you present your quotation to the customer?
    d. How well did you follow up.
    e. Would the customer have been impressed with every aspect of your preparation, right from the first email, phone conversation, right up to when the decision was made.
    f. If you did lose the business, how difficult was it for the customer to take it from you?
About the author,

Hi I’m Derek O’Dwyer. I have been an ActionCOACH for the last 18 years. I live in Clare and work with businesses around Ireland to take their business to the next level. I am passionate about business and providing help and advice. In the past 18 years I have worked with over 400 business owners helping them and their business. I adapt my coaching depending on what you and your business need. I find that each coaching relationship is different but as long as we understand that we have a common objective with timescales, positive things happen quickly. I am a firm believer i the concept of “what you can measure you can manage” and “what you measure you can improve”. Key performance indicators and accountability form the bedrock of my coaching platforms. If making more money from your business, working less hours in your business and having a great team running your business then it’s worth having a discussion with me. If you are willing to implement changes I will be there to help every step of the way. In terms of personal accolades and recognition I have been awarded ActionCOACH of the year in Ireland every year for the last ten years In 2019 I was inducted into the ActionCOACH Global Hall Of Fame I was global Rookie Coach of The Year in 2002 having achieved remarkable success as the first ActionCOACH in Europe. Many of my clients have also received awards from their peers for their business improvements.