People only buy on price if all things are (or perceived to be) equal. Even the cheapest person can realize (usually) that sometimes paying just a little more now may save a lot in the long run. Budgets are important, but long term strategy is also. When a company goes for an RFP and evaluates the bid, the only reason they would choose based on price is because they perceive that everything else is equal. That is only the case if those products and the companies that sell those products are exactly identical.

Price tends to be the tie breaker if all things are equal.

It is the job of a marketing person and a sales person to help the consumer understand the hidden value so that the customer doesn’t have to resort to the argument that it is all about price. I’ve sold enough to know there is always something more… you just have to dig until you find it.

So, the questions I have for you is, “What are you doing to make sure that your customers know that you aren’t equal?

If you focus on the customer experience, you will find that you can easily differentiate yourself as a cut above. I wonder if New Media Technologies can help set you apart… what do you think?

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Corey Smith is the Vice President of Innovation at Fisher’s Document Systems where he maintains a blog on business and technology.

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