Pool Company B.Even though Pool Company B's price is significantly higher, the perceived VALUE and quality of the work is higher, which creates TRUST that turns a prospect into a customer. A lot of businesses try to compete on price alone. If this sounds email list like you, creating an effective USP will help you realize how you can overtake your competition, regardless of price. Creating Your USP The goal of your USP is to differentiate why a potential customer should buy from you instead of from your competition.
Do you offer a year's free pool cleaning with new pool installations? • Do you offer a 10 year warranty on your pools? • Do you give potential customers helpful supporting documentation like pool installation portfolios, FAQ sheets, sample contracts, and more? All of these things came together to give Pool Company B an outstanding USP -- in other words, a unique selling point that put them above their competition, even though their price was $10K higher.
The fact is the Pool Company A guy may do better work than Pool Company B. His work may be so good nobody has ever needed a warranty or repairs on his pools so he doesn't offer them because he'd have to raise the price. He may be a master in the pool installation field that has designed and built award winning pools for the rich and famous.