Value Over Price: Winning the Game of Perception in Online Business

Marketing / July 3, 2023 / 3 mins read

In the cutthroat realm of online business, entrepreneurs often find themselves embroiled in price wars, assuming that the lowest prices will attract customers and increase market share. However, a more potent strategy exists: enhancing the perceived value of their products or services. Indeed, if people perceive a product as more valuable, they are willing to pay more for it. But how do you shift the spotlight from price to value, and gain a competitive advantage?

Understanding perceived value, which is the customer’s appraisal of a product or service’s worth based on what they believe they are receiving in return for the price, is the first step. Perceived value is subjective, varying with individual needs, preferences, and past experiences. Two customers may look at the same product but perceive its value differently.

There are various strategies to enhance perceived value:

  1. Quality and Performance: Improving the quality and performance of your product or service is a direct way to augment its perceived value. Customers often correlate high quality with higher value, and they’re generally ready to pay more for durable, reliable, and high-performing products.

  2. Branding: Your brand image significantly shapes value perception. A robust, consistent brand that expresses your unique selling proposition can considerably boost your product’s perceived value. Premium brands like Apple or Tesla are good examples—their names alone evoke quality and exclusivity perceptions, which consumers value highly.

  3. Superior Customer Experience: Stellar customer service, easy returns, quick delivery, user-friendly website design, and personalized communication can all increase your service’s perceived value. A positive experience makes customers feel they’re getting more value, not just from the product but the entire shopping process.

  4. Product Presentation: The way you present your product can profoundly influence its perceived value. High-quality images, detailed and compelling product descriptions, and customer testimonials can all elevate your product’s perceived worth.

  5. Adding Value-Added Services: Offering services like free shipping, extended warranties, or complimentary training sessions can enhance the overall perceived value of your offering.

Enhancing perceived value allows you to compete on factors other than price. This doesn’t necessarily mean you should always increase prices. Instead, it offers flexibility. You could maintain current prices and enjoy a higher profit margin, or adjust prices in a way that maximizes overall revenue and market share.

Competing solely on price in online business is a downward spiral. Instead, focus on value. By enhancing the perceived value of your products or services, you can attract more customers, command higher prices, and differentiate your brand in a saturated market. Remember, in the customer’s mind, it’s not the price tag that matters most—it’s the perceived value they’re getting for their money.

By focusing on value over price, you can differentiate your brand in the competitive online marketplace. However, your success will also hinge on effective communication. Discover how to master this in our final chapter: Prioritizing Communication .

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