Your customers don’t buy your products or services, even though you think they do.
They buy a way to solve a problem. They buy the progress your product helps them make.
Home Depot does not buy screws and bolts from the Hillman Group. They can buy screws from anybody at cheaper prices. What Home Depot buys is a solution to the merchandising and stocking problems caused by selling thousands of tiny, low-cost items. How? Hillman stocks and merchandises as part of the deal.
And FCP Euro does not just sell online car parts. Anybody can sell car parts. What FCP Euro sells a risk-free way to buy car parts online. How? Everything they sell has a lifetime replacement guarantee. Even motor oil and brake pads.
If you AND your customer are not clear about a [painful] problem your solution uniquely solves, then price becomes tie-breaker.
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