You Can’t Beat Your Competitor By Giving a Lower Price

You Can't Beat Your Competitor By Giving a Lower Price

Here’s a free Marketing 101 for you.

Have you ever come across a prospective client who’s introductory and demanding greeting to you is “I’m looking for the best and cheapest service provider”?

When you are caught up in that situation, there are 3 things I would suggest you to do:

  1. apply for a visa
  2. book yourself a plane ticket
  3. fly and live a continent away from that customer


Believe me or not, there are customers who might have aced their high school English class when the topic was English 101’s Figure of Speech, especially oxymorons.

Why? My gosh, “cheap” and “best” are oxymorons. It’s as though you’re asking “How happy is this sad person?”

Apple’s iPhone is the most expensive smartphone in the planet but it tops the billboard for the company with the highest number of sales on smartphones.


I believe that consumers who know the real definition of “quality” are willing to pay the price.

So, what do you need to do?

Highlight in your marketing your unique selling propositions.
It could be your quality control processes, superb customer service and impressive service delivery.

Never beat the competition in terms of price.
Why? If you will lower your price today, your competitor can also pull down his price lower than your lowered price. Another competitor can also lower his price against your reduced prices. The chain goes on and on.

In my business (iPresence Business Solutions), my unique selling propositions are my quality control processes and satisfaction guarantee for my clients.

I’ll give you an example of how I phrase it when I do my marketing.

[quote align=”center” color=”#999999″]I operate a government-registered business. Yes, I pay taxes. You have my 100 percent assurance that I will deliver. Here are my business certificates: DTI Certificate No. 01852851 | TIN: 238-534-580-000. With fly-by-night freelancers, how sure are you that you’ll hear from them the next day? Why double your risks with fly-by-night freelancers when I can give you guaranteed quality results? Even if you’ll pay upfront, I won’t risk the reputation of my 6-figure business with any amount of money.[/quote]

Here’s another example:

[quote align=”center” color=”#999999″]You can consider me as your go-to person for all your online business’ needs. If you’re looking for a service that I don’t offer, I can easily ask who among my 200-plus clients are offering that service. Therefore, you don’t bother yourself at all whenever you need an online service.[/quote]

How about you? What are your unique selling prepositions?

Jaycee De Guzman

Jaycee Silverio de Guzman is a computer scientist by profession. He is the founder and CEO of iPresence Digital Marketing, Inc. and Equilyst Analytics, Inc. He is a husband and a father.
Jaycee De Guzman

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