In fact, many members tell us that customers want to engage with us only when they’re ready to talk about one thing—price—with many more opportunities going out to bid. And This hinders our ability to clearly differentiate ourselves from our competition, leading to the price-focused conversations we strive to avoid. Customers are 57% through their buying process before they seek engagement with suppliers (see chart below). Think Think about that for a moment. Customers Customers are doing a lot more buying before we have the opportunity to sell. MORE >>

Companies can create this unique value in four basic ways: Price Although difficult to maintain, one way to maximize the USP is to become the lowest price leader in your class. This is one area to be cautious of before deciding that a price advantage can be maintained. Differentiation This advantage is created by companies that consistently do something better or different than the competition. It is important to note here again that the differentiation factor must truly matter to the customer. They truly don’t have any other good reason to come to you. MORE >>

Pricing. After all the excitement of attracting a potential new customer, pricing seems like such a killjoy. But pricing is just as important a concept to communicate as the features of your product or the benefits of your service. But when is the right time to talk about pricing, and what's the right way to go about it? How to Talk About Pricing Without Scaring People Off. And in the right context, pricing materials can be as engaging as your ebooks and blogs. Should You Put Pricing on Your Website? Pricing Page Best Practices. Politics. MORE >>

This is where you differentiate yourself from the pack. Be as direct and factual as possible about your differentiators: service, price, features, capabilities, technology, experience, focus, expertise, acknowledgments, TCO, ROI…tell your prospects what makes your product or service uniquely suited to their needs. Differentiate your organization from competitors make it an effective sales tool by concisely answering these key questions for your prospective customers. By the time a buyer reaches your site, he or she has likely done the basic research. MORE >>

Over 2/3rds of B2B buyers indicate that immediate purchase price dominates their buying decisions 60% or more of the time. The research revealed that price dominated in 64% of purchases, delivering great news for price leaders - those focusing on initial pricing advantages versus higher priced / often more feature-rich solutions. And these pricing discussions need to be proactive. The good news in the survey results was that although initial purchase price dominates, consideration was given to lifecycle ownership costs / total cost of ownership (TCO). MORE >>