It may be tempting to think that lowering prices is the best way to compete in a struggling economy. When times are tough, people think longer and harder before making the choice to buy something. But this doesn't mean they will always opt for the cheapest option. If they did, Apple wouldn't be the brand leader it is today. There are many inexpensive alternatives to Apple's popular products, yet they continue to break sales records with each successive new product release.
The Internet has made it easy to compare prices and find the cheapest alternative. Only one company can be the cheapest, and the low-price shopper will spend as much time as necessary to find what they are looking for.
This type of person is not your target customer because they will leave you as soon as they find someone else offering a lower price. There's no brand loyalty in this game. Instead, it's a race to the bottom, with eventual closure its only prize.
A Better Approach
The much better approach is to increase the value you bring to your marketplace instead of lowering your prices.
This value could be found in offering helpful knowledge to people looking for the types of products you sell. It could mean offering bonuses such as free shipping or discounted installation. It could be as simple as a friendly, smiling person greeting customers in store or on the phone. The more value you can find and bring to the table, the less impact price will have as the sole factor for buying what you sell.
When you bring value like that, you become invaluable to your community and to the types of customers you want to attract. These are customers who won't leave you for the latest sale by the low-price companies. Instead, they're real customers who come back because they appreciate real value.
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