How to Stop Competing Just for Price?

Charging tariffs consistent with the positioning of the brand and communicating its differentials with respect to the competition, is essential to stop competing for price and redirect the strategy according to the value of the product.

Friday, December 6, 2019

Ariel Baños, specialist in price management and founder of Fijaciondeprecios.com, explains three strategies to avoid competing only for the price factor, because in these struggles there are no winners and only attract the least loyal customers.

Detail of the three strategies:

1. Identify a segment that values your differentials
Who are the clients most favored by the benefits of our proposal? When we answer this question, we will identify the customer segments that we will be able to serve profitably.

2. Charge a price consistent with your positioning
We must not confuse customers in our quest to generate more sales. The price must be aligned with the message we are trying to convey to our buyers. If we have a proposal with big differentials, the price should never be low.

3. Clearly communicate your differentials
Never assume that customers already know or imagine the benefits of our proposal. The value isn't always so obvious. The company is responsible for communicating the superior value of the proposal and how this value improves the customer's life or business.

See full article at Fijaciondeprecios.com (in Spanish).

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More on this topic

Pricing Strategy: What NOT to say

February 2021

"The cost determines my selling price" and "let's lower prices to win customers and then start raising them" are some of the phrases that should be avoided when designing a pricing strategy.

Ariel Banos, founder of Fijaciondeprecios.com, has identified five phrases that are dangerous and that companies should avoid applying when designing their price management strategy.

Prices: How to Decommodify our Proposal?

August 2020

"If we overcome the mental barrier of commoditization, identifying and communicating those added values going beyond our basic proposal, we will have the opportunity to take our profitability to another level."

Ariel Banos, founder of Fijaciondeprecios.com explains that when a proposal is a commodity, in other words, it lacks differentiation with respect to others offered in the market, the only alternative is to align itself with the prices charged by competitors. There are no magic solutions.

Keys to Stop Competing for Price

April 2019

Identifying a segment that values the differentials of the product or service and charging a price aligned with the company's strategy are essential to avoid competing with the lowest prices in the market.

Ariel Baños, specialist in price management and founder of Fijaciondeprecios.com, explains how through the implementation of an appropriate strategy, it is possible to compete in a market where there are suppliers who charge derisory prices.

How to "Cheapen" a Product Without Lowering Its Price

October 2013

Clients perceive something as cheap or expensive based on all the information that accompanies its price.

Learn how to improve price perception of your product or service without having to give discounts to customers.

By Ariel Baños
President and founder of FIJACIONDEPRECIOS.COM

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