When selling against a lower-priced competitor, communicate the price
difference—your extra cost—in the smallest unit of measure possible.
Example: You sell an annual service agreement covering home appliances for $395, and a competitor charges $295.
Customers like you better, but are having trouble with your fee being $100 higher.
What they don't see is that $100 divided by 365 is only 27.4 cents a day.
You need to focus on that small price differential in your selling.
Point
out that they are getting superior service—and greater peace of
mind—for just 27 cents a day..."less than the price of a first-class
postage stamp".
Source: The Selling Advantage, Special Issue, 10/6/07, p. 2
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