In the middle of a week of temperatures in the 100s, I decided it was time to get some window tint on my car. A prominent sign in the tint shop reads “We have no quarrel with those who charge less than us, for they know what their product is worth.

This sign might not work so well for someone who really is the low-value, low-cost provider, but most businesses are the high-value, high-cost provider for some customer segment. Why not give the sales reps who serve these cusotmers a binder or web site with this quote on the cover and more systematic, quantitative descriptions of why your company’s product is worth more? What makes for a good framework for describing differential value? Regular readers will know that I’m thinking of the Value Price Waterfall.

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