Added-value strategy

The top segment of B2C and B2B markets have one thing in common: customers expect not only first-class products and services but also convincing after-sales support as the below demonstrates:

Peter Mayor, a freelance architect, wants to lease a new company car. He has decided already on a particular model and he now has to choose which dealer to get it from. He has received three offers: dealership A offers 10 percent discount, dealer B 15 percent and C even 20 percent off the list price. He leaves the best price dealer with the words: "Thanks for your good discount, I just want to think about it over night."

As he leaves good-humored the dealership he listens to a discussion where another salesperson wants to get rid of the customer: "You'd like to get a replacement car tomorrow? Are you kidding? No chance. Good-bye." These sentences stick in his mind. What if he himself will need a replacement car at some point of time? He also noted the negative tone of the discussion...

The next day he goes directly to dealership A. He shows the written offer from dealer C to the salesperson: "If you can also give me 20% discount, I will buy from you." The salesperson reacts quickly: "May I ask why you didn't accept the offer from the other dealership?" The customer gives away his concerns and doubts and says what he emphasizes on: values like reliability, trust and style play an important role. The salesperson goes and gets two freshly brewed coffees and starts to explain the company's philosophy to Peter Mayor.

He supports his elaborations with a hint to the high rate of satisfied customers. Mr. Mayor clearly sees that he gets more than just the company car here at this dealership. He senses that he can trust this salesperson and trust sells. "I really would like to win you as a client - would a discount of 15 percent be okay for you?" Two months later, Peter Mayor drives in his new company car from dealer A - with the good feeling of having made the right decision.