Price versus value, cost versus value- Part 2

Positioning, Value, value proposition

Apple is a perfect example of value in the mind of the user.

In my last post on this topic I had written about how value like beauty is in the eyes/mind of the user.

No one knows to exploit this better than Apple. You have seen photos of people queuing up in front of Apple stores hours before the opening to buy the newest iPhone to be launched.

I am not an iPhone user but we do use Apple computers at home. And when my last MacBook Air’s battery started giving me problems I decided to buy a new one. This was October last year. When we started looking, the first thing we noticed that Apple was intending to come out with a new processor based system soon. This processor would reduce battery usage by a fraction and performance was atleast 2 times more. So instead of immediately buying the readily available product we decided to wait because we saw value in that. Eventhough we also knew the price points would be much higher.

The M1 chip MacBook was launched sometime November last year in the US, but it was not available in India till April this year. And then the second wave of Covid hit India and everything was in lockdown. So again we waited. Finally we got our new Apple M1 MacBook Air in June end.

If you can create a position in the minds of the target audience, then cost becomes a secondary factor, it is the value that the customer perceives which makes all the difference.

Till next time then.

Carpe Diem!!!

Personal differentiation- what’s the Value, You get to the table

differentiation, differentiation, Habits, Positioning, Sales

In any relationship and more so in sales, it’s the value that you bring to the other side which makes people want to be connected to you.

When you are doing marketing, the agenda is to create a relationship between the company’s product and the customer. But when you are in sales, it is all about the personal brand of YOU.

That brand of You gets created with the Value you bring to the table specifically. If the prospect does not find you knowledgeable on different aspects of his business and requirements, he will consider you a waste of time. So even though you may have the best product or service in the market, they will not buy from You.

As a sales person today, its table stakes to get to know about the person you’re meeting, about their business, industry challenges, regulations etc.

You also need to be able to challenge the assumptions that the customer is making and showcase the same to them. Most professional customers today like to interact with equals. When you create a differentiation with Value, you become the trusted advisor. That’s how you also improve your personal “positioning” in the market.

Gone are the days when salesmen could just wing a conversation about the weather, the photo frame in the customer’s office etc.

Its getting more and more difficult to get an appointment with a customer for a meeting these days. Get better prepared, figure out Why should the customer even talk to you. That “Why” will then help you create your Value.

Till next time then, create your own differentiation with the Value you bring to the table.

Carpe Diem!!

Technology Adoption- Part 2

Product Management, Value, value proposition

In my last post I spoke about the different kinds of resistance when you take a new technology product or service you take to the market.

Today I will talk about how the product management person will have to keep the “value” issues related to adoption.

If your company is seen to be a price leader in the market then you cannot come out and position a product under your company’s brand as a premium product. 

Never create a confusion in the market. Your product or service may have the best features and benefits,  but if it’s perceived as expensive and you are the price leader then it will not get any traction.

There are two ways I have found companies solve this issue.  They create a  new  company or create a completely new brand. To create a new brand is a very expensive affair and companies have to ensure a long branding strategy for this.

The other value position in the technology world is related to product innovation.  If you’re seen as a  innovation leader then you have to ensure that each new product you come out with has a WoW factor with it.

On the other hand if you’re products are seen as unreliable then you have a major challenge to be able to show value.

So we need to keep the customer value perception always in mind if you have to get your product successful.

Till next time then.

Carpe Diem!!!