Competing against cheaper services
“Will they switch for cheaper?” That’s the question author and marketer, Seth Godin asked today.
The fact is, per Godin, most people will switch for better.
Without a doubt, there’s a slot in every market for the cheap enough, good enough alternative.
But rapid growth and long-term loyalty come from being better instead.
Good news for those of us competing against free and low cost solutions.
I’m not just referring to LexBlog competing against free do it yourself blogs or throwing a blog in a website solution. I’m referring to you as lawyers competing against cheaper legal services or alternatives to legal services altogether.
The Reinvent Law conference last month was full of interesting ideas. At the same time, there were plenty of presentations focused on cheaper legal services — and even apps that were going to replace some work being done by lawyers.
Of course there’s always concern competing against cheaper solutions and services. But rather than worry, we ought to focus on making our service more valuable to our clients.
Per Godin:
When your product or your service doesn’t measure up, the answer probably isn’t to lower your price or offer a refund to the disappointed customer. Instead, the alternative is to invest in making it better. So much better that people can’t help but talk about it—and so much better that they would truly miss it if it were gone
You can only compete on two of price, quality, and service. Dad always told me, “Never compete on price, that’s death. Focus on quality and service. Be the best.”
Thanks for the reminder, Seth. Hope it helped you guys too.