Welcome back! Here we are with #3 in this series on my “List of 3 special design force″ — the 3 main design tools of what I would consider the best “forces” to grow a business.
Assuming you have, then great – let’s dig in.
Design Force #3: Liberation from price competition
The priceless thing that design can give your business is that it makes your products free from price competition once and for all!
Can you imagine? It means that you will never ever have to compete again with prices, you will never have to care about competitors prices and people still want to buy from you and they will adore your product. You can impose the prices of your product that really meets its Value and you can make the profit that you really deserves.
Most of the companies simply cannot imagine their business without price competition. The reason behind is that they have never aproached this issue from a Design perspective.
The problem is that discounted prices don’t message anything but how much should you pay in reality for it. When a company gives a discount they take away the focus from the value of their product and move it right on its price.
In order to keep your prices high you need to be able to sell the Value of your product. You need to constantly point your prospects focus on the Value of your product not on the price.
When a company begins or participates in a price competition they strive to sell that product as cheap as possible increasingly lowering their profit. Doing all this instead of striving to sell it on its original or even higher price and giving higher value and quality: definitely higher than competitors. The goal is to constantly point your prospective customers’ attention on that you give them a better product than the competitors.
Even the tiniest discount has a harmful influence on the integrity of your prices because next time it can make quite difficult to achieve at that same customer not to focus on the price but to concentrate on the value.
So, why can great design make you free from price competition? Continue reading