How can you say 'Cheap' without screaming CHEAP?

[HC-Martin]

Ok - What I mean is how can you tell customers that you're cheaper than all your competitors without making them feel what you are offering is 'cheap' - If that makes sense?

We do the same as our competitors, but they charge a hell of a lot more for it. How can you tell clients you're 'cheaper' without them thinking you are offering an inferior service?

Thanks in advance!

 

[Brian McIntosh]

How about reasonably priced or better value?

 

[business123]

In a word 'competitive'!

 

[Dawg]

Ask Sir Earl?

 

[Alpha]

Ok - What I mean is how can you tell customers that you're cheaper than all your competitors without making them feel what you are offering is 'cheap' - If that makes sense?

We do the same as our competitors, but they charge a hell of a lot more for it. How can you tell clients you're 'cheaper' without them thinking you are offering an inferior service?

Thanks in advance!

You are far more cost effective than your competitors

 

[RayB]

We had a stab as this as an experiment - targeting those looking for Cheap Flyers - it seems to be working reasonably well

 

[Calibre Designs]

This is what we say to our clients:

Calibre Designs :
"How do we compare on cost? What separates us from our competitors?
Unlike conventional design and marketing houses with large overheads to support, we maintain feasible running costs to ensure that our clients receive an excellent service at a reasonable price"


Words like Reasonable, Cost Effective, Feasible, Suit Your Budget, Competitive.

To get over the trust issue you could offer :

Satisfaction guarantee, Back your work by 100% money back, Beat any quote and save 10% on top etc....



Kay

 

[Richard Glynn]

It depends what you're selling but for inspiration ..

bargain
incredible value
low cost
suitable for every budget
save money
cut costs
prices slashed
low price guarantee
don't pay more!
check the savings

For more ..

http://www.amazon.co.uk/Words-that-...=sr_1_1?ie=UTF8&s=books&qid=1196764189&sr=8-1

Great book.

 

[creospace]

Can't believe no one has said 'inexpensive' which is my favourite alternative.

 

Cheap ,cheapest,works internationaly recognised sign of value.

All the others are smoke screens.

If you have a niche market then you don't need it so much.

but believe me it works have been a cheapie for many years of trading on the internet.

But then cheap is a comparitive term,with no definition.

but you will catch more fish with it on the end of your hook.

I think the only word with more serp's is sex ,so "cheap sex" is the most wanted thing ?

Earl

 

[cjd]

low cost, high value

 

[HC-Martin]

Thanks guys. Brilliant suggestions!

Keep 'em comin'!!!!

 

[estwig]

We are efficient, which makes us cost effective.

 

[Calibre Designs]

This is a good one Keith. Simple yet effective....and true

We are efficient, which makes us cost effective.

 

[Dany Boy]

Since I've only worked on the minds on Marketing & Managing Directors of medium sized and fairly big companies just allow those guys to talk find out their cost per aqusition, and then throw some light on what we do, and how different we are when compared to their competitors in terms of everything and strike a deal, or atleast make them think about using our services in the near future. I've never use the word cheap, to be honest I get only one out of fifty asking me what's the cost. I may be lucky.

 

[KidsBeeHappy]

Ok - What I mean is how can you tell customers that you're cheaper than all your competitors without making them feel what you are offering is 'cheap' - If that makes sense?

We do the same as our competitors, but they charge a hell of a lot more for it. How can you tell clients you're 'cheaper' without them thinking you are offering an inferior service?

Thanks in advance!

Orange & yellow in your website. Apparently these colours covey "cheapness" subliminley

 

[directmarketingadvice]

We do the same as our competitors, but they charge a hell of a lot more for it. How can you tell clients you're 'cheaper' without them thinking you are offering an inferior service?

Easy. Explain to the prospect why you are able to do the same for less.

Steve

 

Easy. Explain to the prospect why you are able to do the same for less.

Steve

Er like we are happy to not make as much profit as them or we work from a shed on Romney marsh:|

Earl

 

As a principle you should produce a unique offer to avoid direct competition on price... you should compete on value not price.

It is also interesting that there has been a lot of testing by serious internet marketers on forms of words: and for example " prices as low as" converts better than "prices from" - so words do matter

The simple answer is to split test the messages and choose the one that pulls best.

 

[estwig]

we work from a shed on Romney marsh:|

Earl

Wondered what the smell was

 

[Gotum]

Don’t be afraid of the word cheap it works! People are not stupid and know the difference between cheap and cheap. If used in the meaning of the context people actually buy more from companies who say cheap or cheapest. They are known as power words and live in the same ‘successful family’ as NOW, OFFER, SALE, BETTER etc. They are often referred to as hooks that pull people in.

If you have any doubts about this consider one of the most successful jewellery companies in America that started life with the domain name ‘dirtcheapdiamonds’ and made millions. Maybe it’s not quite as bad as you think.

 

[Solar Water Heating Ltd]

low cost, high value

I'm not sure of how well that goes down with people. They would wonder how low cost can lead to "high value." Nobody's mentioned "affordable" here.

 

[capsule01]

We do the same as our competitors, but they charge a hell of a lot more for it.

martin, depending on the nature of your business, why not say exactly that? Its pretty catchy!

Although, probably not the best usp in the world...

My advice would be to not use 'price' as a selling point, but more of a closing sale technique maybe.

If you can sell yourself on the same core skills when a client asked that question of 'why should we use you', then hit them with the 'we are much cheaper' line. Or, 'more cost effective', 'better value for money'...

hope that helps.

 

[directmarketingadvice]

Originally Posted by cjd
low cost, high value

I'm not sure of how well that goes down with people. They would wonder how low cost can lead to "high value."

You're 100% correct.

Saying "low cost, high value" (or anything similar) is just unsubstantiated puffery that runs contrary to most people's beliefs.

The vast majority of consumers are sufficiently worldly that they know that, all things being equal, you tend to get what you pay for.

So, when they here something vague like "the same quality for less", they think "bullshit!"

And, the best way to avoid the "bullshit" reaction is to give the reason why you've set your prices lower.

Steve

 

[Deleted member 9840]

We do the same as our competitors, but they charge a hell of a lot more for it.

My thoughts are:

If all your competiters are charging appx the same and turning good profit, is this not the market value?
Why would you want make less profit than your products potential?
Why be a busy fool?

Charge what you want, but why carge "a hell of a lot" less if you don't need to?

Confused

Steve

 

[Calypso]

My thoughts are:

If all your competiters are charging appx the same and turning good profit, is this not the market value?
Why would you want make less profit than your products potential?
Why be a busy fool?

Charge what you want, but why carge "a hell of a lot" less if you don't need to?

Confused

Steve

That's what I think! Why sell on price? You undercut your competitors, then they'll try and do it back, then you will again, then another willl....and then you'll all go belly up!

 

That's what I think! Why sell on price? You undercut your competitors, then they'll try and do it back, then you will again, then another willl....and then you'll all go belly up!

You mean like Tesco ,Sainsbury and Asda

If your retailing goods you need cheap.

This does not need be the case with service industries

Earl

 

[self-sale]

We can save you money.

Ok - What I mean is how can you tell customers that you're cheaper than all your competitors without making them feel what you are offering is 'cheap' - If that makes sense?

We do the same as our competitors, but they charge a hell of a lot more for it. How can you tell clients you're 'cheaper' without them thinking you are offering an inferior service?

Thanks in advance!

 

[Calypso]

You mean like Tesco ,Sainsbury and Asda



Earl

Point taken...../slopes off :redface:

 

[iwannabe]

We had a stab as this as an experiment - (Not allowed to quote links yet) - it seems to be working reasonably well

It must be - I just requested samples, as you guys a reasonably more "inexpensive" than your neighbours (On the google results page) whose samples I received not too long ago I just might buy from you instead! (A UKBF discount might instantly shrink my decision time by the way..)

 

[ianonline]

"A fool know the cost of everything and the value of nothing".

Being the cheapest does not make you the best, it makes you the most at risk when sales are low. A good economist will tell you it's far better to charge a premium for premium quality than it is to charge the least for average quality. That way your turnover is the same, but your profits and free time are up as you have worked less.

This is the reason why the most expensive cars are often also the most desired.

 

"A fool know the cost of everything and the value of nothing".

Being the cheapest does not make you the best, it makes you the most at risk when sales are low. A good economist will tell you it's far better to charge a premium for premium quality than it is to charge the least for average quality. That way your turnover is the same, but your profits and free time are up as you have worked less.

This is the reason why the most expensive cars are often also the most desired.

Rubbish we live in the real world where knowing the cost of everything is a great benifit ,goes along with other maronic sayings like" empty vessels make the most noise "

Prime sheep fodder.

Earl

 

[RayB]

Rubbish we live in the real world where knowing the cost of everything is a great benifit ,goes along with other maronic sayings like" empty vessels make the most noise "

Prime sheep fodder.

Earl

Yes and no - it depends on what you are selling. If it is a commodity sold online people are looking for a "cheap" deal - however you dress it up (but there are still strategies to mitigate this for the business owner)

But in other areas this becomes less of a/not a factor at all.

Taken to the extreme, Rolls Royce would never sell a car and be out of business if this were the case...

 

[KM-Tiger]

Yes and no - it depends on what you are selling.

Isn't it more the market you are selling to? Some people buy on price - even Rolls Royces - and others look for value for money, in which price is a big factor but not the only one. Otherwise you would never sell organic vegetables, for instance.

Personally I reckon I'm not rich enough to buy cheap and always look for VFM, but not everyone is like that.

 

[RayB]

Isn't it more the market you are selling to? Some people buy on price - even Rolls Royces - and others look for value for money, in which price is a big factor but not the only one. Otherwise you would never sell organic vegetables, for instance.

Personally I reckon I'm not rich enough to buy cheap and always look for VFM, but not everyone is like that.

Totally agree with you - I guess the point I am trying to make is: the subject is not as "black and white" as some might say.

Quality, convenience, reliability etc all come in to play, but with commodities we are all conditioned to "look for a deal" to some extent, and in ecommerce there are plenty of people who include the word "cheap" in their search.

For a business owner it is surely all about striking a balance that maximises returns, by giving the customer what they want - but profitably?

 

Yes and no - it depends on what you are selling. If it is a commodity sold online people are looking for a "cheap" deal - however you dress it up (but there are still strategies to mitigate this for the business owner)

But in other areas this becomes less of a/not a factor at all.

Taken to the extreme, Rolls Royce would never sell a car and be out of business if this were the case...

I think you will find rolls royce has been out of business more than enough times and the only reason they exist now is because BMW can write of the tax loss and keep it for a bit of status.

Earl

 

[RayB]

I think you will find rolls royce has been out of business more than enough times and the only reason they exist now is because BMW can write of the tax loss and keep it for a bit of status.

Earl

Ok - Mercedes then!

 

[Darren Falkingham]

My 2c, but the biggest factor here is 'worth' to the buyer.

Not many posts have mentioned the fact that to have something bought from you is to have the buyer spend some money ... it really doesn't matter how cheap something is - when I don't need it, I won't buy it. It should be no different whether it's a business or a consumer.

If I do need it, then it's a case of where my money goes - and for this you've got to deliver benefit (be that price, performance, location, guarantees, after-sales (face-to-face?), ownership satisfaction (i.e., fashion, "I've got", etc), negative dissonance...).

Understand the buyer and why they buy.

In the extreme, if you sell a commodity then you're very often straight down to non-monetary factors even though you think you're selling on price...it's commercially impossible to compete being cheap. Yes, you can buy custom, but it costs you to keep it (not money, but time and effort).

 

Agree with what you say Darren but sometimes a low price can make the decision for people.

Point in case I was in staples and bought a 200GB hard drive for £19 .Did I need it No.

But I never miss a bargain.

Earl

 

[Annabelle]

The problem is really uneasy-when people know that you are far more cheap they can easily think that you are also far more worse than others. Maybe it is worth to show advantages that are in this price and make cheap card your last but not least ruff.