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Are Your Offerings Competitive?

July 19, 2010 by Dale Furtwengler — President, Furtwengler & Associates, P.C.

If so...

...should they be?

If I had a nickel for every time a business owner told me that he or she needed to be competitive, I’d need a vault larger than Fort Knox to house them.  Should ‘being competitive’ be a goal?

Not according to Richard ‘Mack’ Machowicz.  In his book, Unleash the Warrior Within, this former Navy Seal says “We (Navy Seals) don’t train to fight, we train to win.” 

Applying that concept to business, pricing to be competitive is the equivalent of training to fight.  Creating exceptional value (buyers’ perception) and charging premium prices for that value is training to win.

It’s counter-intuitive, but choosing to be competitive is choosing mediocrity.  It establishes you as one of many and the compensation you receive vis-a-vis your pricing will reflect that.

If you’re tired of working your tail off and getting less than you desire from life, find a way to create value that buyers’ are willing to pay premium prices to get and price your offerings accordingly.  The only downside is that you can no longer claim to be competitive.

For more pricing tips visit http://www.pricingforprofitbook.com.

About Dale Furtwengler

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