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How to Compete Against Cheaper Competition in Lead Generation

By Anika Davis Subscribe to RSS | June 22nd 2012 | Views:
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Competition is, believe it or not, a really good part of your lead generation work. Yes, having competitors is good for you. You are forced to do better in your job of gathering more business leads, as well as coming up with ways to make your telemarketing firm stand apart against the rest. But how do you deal with competitors who compete with you against price? That certainly will hurt, since prospects are always receptive to cheaper service rates. Most likely, they become the sales leads of these competitors. So, should you follow suit and slash prices? Should you start giving out discounts?

 

Not really. You can still effectively compete against your competitors as long as you follow these tips:

 

1. Offer more features – your telemarketing competitors may be cheaper than you, but you can always focus on one or more features in your offer that your competitors lack. You can present it in such a manner that it actually becomes a must-have for your prospects. Think about Apple’s iOS and Google’s Android. Ever wondered why people still buy the pricier iPhone?

2. Sell higher quality – whether in workmanship or in materials used, high quality products are a great selling point for your company. Usually, even if there is a cheaper option, prospects from your telemarketing list would prefer buying from companies that can offer products that will last longer in the long run. That is why GETAC laptops can be sold at higher prices. Come to think of it, field workers and armies prefer the rugged quality of GETAC.

3. Give greater convenience – even if you have cheaper competitors, you can position yourself on being readily accessible for customers. Whether it is by phone or an actual appearance of a company representative, you can say to your prospects that they will not be left hanging in case something goes wrong or if they need anything. Amazon.com did that, and look how they are competing against the traditional brick-and-mortar stores.

4. Highlight your relationship with them – here, you focus on your preexisting relationship with customers. As long as what you deliver is exactly or better than expected, you can easily gather B2B leads this way. A good example would be Coke. While there are cheaper brands of sodas, Coke still dominates by emphasizing that it is the first of its kind, that it has been part of the customers’ lives. Now, can you reject such nostalgic thoughts about it?

5. Provide a strategic advantage for buyers – one way you can beat cheaper competitors is by providing more than a transactional relationship with your customers. If you can provide your clients a level of service or advantage that your competitors cannot provide, you can easily retain them for your firm. For example, sales representatives of IBM in large accounts also act as IT consultants, providing needed assistance and guidance for their clients’ IT-related concerns. Your agents can do the same during business appointments.

 

Do you see the picture now? All these can prove that you can compete against price. You just need to put these points into effect.

Anika Davis - About Author:
Anika Davis is a marketing executive for Leads and Appointments. And has a proven track record in helping b2b companies generate qualified sales leads through telemarketing, search engine marketing and email marketing. Find more lead generation tips and how to's at www.leadsandappointments.com

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