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Written by Norine Dagliano
The call and inquiry were pretty typical: "How much do you charge for a resume?" the lady asked. It seems that we are a society of "price shoppers;" always looking to get the best product or service available while paying the lowest price possible. This is a challenge for business owners, who are trying to remain competitive, while maintaining their business integrity and keeping profits high.
I wrote about unique purchase appeal in an earlier newsletter. It is a powerful marketing concept that Jim Ackerman, of Ascend Marketing integrates into almost all of his marketing advice. Some refer to the concept as "personal brand;" others may call it your "unique selling proposition." Whatever term you use, the concept is the same: "What sets you apart from your competition, and why would a customer pay a premium price for what you are selling?"
Low price is the worst-possible unique purchase appeal (UPA) to adopt for your business because it's one of the weaker motivators. With a strong UPA based on service, guarantee, selection, and quality characteristics, you can actually charge more -- and your customers will love you for it, because they'll feel they're getting greater value.
On the other hand a UPA based on price can almost always be outdone by a price-cutting competitor, and it attracts customers who won't be loyal to your company. They'll desert you as soon as they find a slightly lower price.
When callers are shopping around for a resume writer and comparing prices, it is critical that we know -- and are able to convey the benefits of our UPA. In doing so, we can turn "tire kickers" into customers, and customers into our own personal business ambassadors.
Next time you are considering lowering your price to capture a reluctant buyer or to overcome an extended business "dry spell," remember this 30-second marketing tip. If you do not know and value your UPA, why would anyone else?
Copyright 2009. Reprinted with permission from the author.
Norine Dagliano, of ekm Inspirations, is an independent and nationally certified professional resume writer (NCRW, CPRW, CFRW/CC) and job search coach. With more than 20 years of experience, Norine has crafted powerful, achievement-focused resumes and provided logical and straight-forward job seeking tips and advice that has helped literally thousands of professionals in overcoming the anxiety of looking for work ... and finding their ideal job. Learn more at www.ekminspirations.com | ::Job Bank Posting Services
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