Check, Please.
Perceived quality is what a customer is willing to pay for. Take a car, for example. Power and velocity are a proxy of quality by clients. Quality and price of a car are strongly correlated.
Take engineering software then. Simulation accuracy and velocity are two major benefits clients are looking for. The first is how much the simulation fits the reality, the latter is how the product design time can be shortened.
For some reasons the software price continue is not correlated to those qualities and continue to be linked to technical features only. Linking price and the perceived value, makes easy converting software advantages into a premium price.
Posted on feb 28, 2007 by Giorgio Buccilli
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cristina on mer, 28th feb 2007 16:21
While doing prospection I mistakely assume what the client needs. I think:if I were him I would buy this, ask this, claim this. But any assumption is wrong until proved. And even after sometimes. Clients are not always willing to tell you what they actually need. Sometimes it’s a matter of trust, some other – I suppose more often – the fear to disclose their weaknesses, both company and human weaknesses. My boss taught me to go beyond words and understand what they don’t want to say; it’s there the real need. I now feel that when people is not at ease with my questioning on a subject, I’ve just hit the mark. Then it’s up to me to overcome the shyness of questioning, the fear to be intrusive and feel confident about the solution offered. I’m not so sure nobody would by a 3-wheel car because cheaper, suppose he feels to be the 4th wheel of that car. What if a solution to somebody may be a threat to someone else, in the same place?
Cri