Making Your Service/Product About Value, Not the Price Tag

Price Wars – Making Your Sales Approach NOT About the Price!

In the hospitality/special events industry, we are not immune to price wars. As in any industry, they can kill your margins, not to mention making the "closing" process of your sale more difficult.

Focusing on a "value-based" selling strategy seems to be a good alternative, but before we talk about that, let's explore and evaluate the problem a little more closely. When costs increase, they do so across the board for you and all your competitors. Unless your cost structure is wildly inefficient (compared to your competition), one of the major problems is that competitors wait to raise prices until they see if everyone else is as well. They do not want to be the first one to raise prices, and then run the risk of losing business due to what appears to be price gouging. What happens, though, is that if you do not raise prices when all of your costs have increased, you are not being financially responsible with the profits of your business, and run the risk of putting yourself in an unhealthy financial position that can lead to reductions in staffing levels, services and experiences provided, and eventually bankruptcy. When necessary, taking reasonable increases at appropriate times of year is a step to ensuring the financial health of your business.

Clients understand this as well – everywhere they turn, costs are increasing around them, and you are no exception to that rule. While no one wants to "over pay", customers are always looking for the best value and cost without sacrificing everything that they want. In this type of economy, service standards and experiential touches can be the differential between closing the sale and losing the sale to your competition that is still operating under last year's prices.

In the sales process, the ideal goal would be to present your product and service in such a way that your customer realizes how much they want it without even knowing the price. If a customer has already made up their mind about you, your product, the reliability, and the overall experience, price almost becomes incidental. Especially in our industry, we have one chance and one chance only to get it right. You cannot have a "do-over" of an event if you make a mistake. You cannot just return the product for a new one as is the case with a tangible product. If your clients know that you realize this, and the importance of getting it right the first time, you have just elevated the trust factor in your relationship and made big points in getting to the final "close".

Price wars are only possible when the product, service and experiences from different competitors/vendors are so identical that the client doesn't care who provides them. So make yourself different. Make it all about service, host and guest experience and relationships. And, make sure that in your sales approach, you highlight the DIFFERENCES rather than how you are similar to your competition. This will allow you to stand out from the rest, and when comparing you with your competition, your client will remember YOU and how you made them feel. Price factor shrinks as clients decide that what they want is the differences that you provide. We all have something unique to offer. By taking the time to determine what that is, what your sales approach will be and how you will not focus on price but on quality of service and experience, you shield yourself and your business from the "price wars" that we all want to avoid.

By Lynne LaFond DeLuca, Sr. Vice President Beverly Clark Online Hospitality Training Program

Hospitality and Event Professional Development and Education | Top 10 Factors To Consider

What does professional education mean to you? For so many of us in our industry, we are just trying to make it through an incredibly busy day and working too hard “in” the business to work “on” the business. Continuing one’s professional education not only makes you more valuable in the workplace because of increased knowledge, but also adds value to your company and revenue possibilities (and let’s face it, it also looks great on a resume if/when the time comes to present your skill set to a future employer or even for a promotion with your current employer).


While conferences and in-person trainings are a great way to learn, our particular business culture in modern times sometimes prohibits engagements that are requiring our physical presence at a restricted day, time and location. The advent of online training programs and Webinars have become an events and hospitality professional’s best friend in furthering their education. While in-person trainings allow customization and a personal touch to reach a core that online training programs sometimes cannot, the online training programs and Webinars allow one to further their skill set on their own time, which can be invaluable.

What do you look for when looking for a professional hospitality education program? Here are some of the recommendations I give professionals who ask:

1. Determine what it is you want to learn more of.

2. Find a reliable, reputable company who specializes in this knowledge.

3. Ask colleagues which companies they have used for their further education and certificates.

4. The best hospitalty and events organizations/academies from which to learn are those that have been around for years, have numerous endorsements from name brand entities, show an array of national and international clientele and offer you take-home value of content you can actually apply to your department and business upon completion.

5. Find out if the organization/academy offers an online training program that you can complete in your own time and not be restricted to complete it in a tight timeline.

6. If they do have an on-line training program, find out if they also offer a live trainer to support your efforts and provide personalized follow up to each student, depending on their needs.

7. What other resources do they offer? After you complete the program, do they offer certification in a certain subject along with logos you can display on marketing materials to make yourself and your business more marketable?

8. After successful completion, do they offer follow up services for you to continue your education?

9. Besides a dedicated on-line program, can they provide a customized and dedicated in-person evaluation of your business, help it develop a stellar marketing plan and provide in-person training to help your department achieve these goals?

10. Are they up to date with trends and technology and keep their program current addressing ever- evolving niche markets ?

Proper Business Manners | eEtiquette More Important Than Ever in Business

It's late Spring and the gateway to summer- Memorial Day - is almost upon us.  How are things going with regard to sales goals and revenue so far?  We are almost half - way through the year and many of us are taking a look at our departmental and company budget goals and even if we are right on track, probably looking for a way to increase them even more.  Next month's newsletter has some great tips on how to do just that and be pro-active about bringing numbers up if they are in a slight slump or improving them even more if they are doing great.   It's mid-year and time for a review of how things are going all the way around.
While you're reviewing numbers, why not also take a look at the service standards of your whole team, and not just how they are serving the customer on the day of their event, but about the type and quality of service they are providing your customers in their every-day communication and responses.  What kind of image are they putting out there and is it consistent with your reputation and brand? 

After years of training international multi-billion dollar corporations  or the smaller family-owned businesses, I am continually asked if I could write something about e-Etiquette.  It seems all too common sense to most of us at times, but there are still those out there who apparently do not know that the written word - and its power- can make or break relationships.  I have had clients who are concerned about their employees interacting with their customers, but also internally, department to department, a lack of e-Etiquette can create tension and problems within as well.  

Here are my top 10 Rules for e-Etiquette when working with clients or employees and colleagues:

1.    Anything emotional or controversial - or that you feel may elicit some kind of emotional reaction is best saved for an in-person conversation.  Face to face is best, but if distance is a factor, Skype or telephone is next best.  Since written word can be read many different ways, if you are in doubt how you may be taken, always err on the side of in-person communication.  Body language and voice inflection convey so much more and can soften things in ways written communication cannot.

2.  Emails or texts typed in ALL CAPITALS implies shouting and is rude.

3.  The debate for using emoticons when communicating still is in full swing, but my recommendation is never to use emoticons when using professional communication with clients. 

4.  When sending email, only use a "read receipt" when it's absolutely necessary.

5.  The subject line for emails should be the "hook" to draw the reader in:  short and a brief description of the body of the email.

6.  Do not use the term "Urgent" or "Important" unless it really is.  Remember the boy who cried wolf?

7.  Take off the "fwd" for forwards in the subject line when forwarding.

8.  Change the subject line to suit the actual email if the subject has changed in the thread of e-conversation.

9.  Always return emails the same day they came in;  if you cannot, have your auto-response on to indicate you are out of the office, or if you are absolutely buried and cannot get back to someone, please send a courtesy response to the sender within 24 hours (business days) acknowledging their email with a brief, polite phrase "Thank you for your email . I wanted to acknowledge receipt of it and will be back with you as soon as possible."

10. Lastly - but perhaps most importantly - when someone sends you an email, do not create other recipients in the "to" field in your response, thereby exposing the original email below to individuals for whom the original email was not intended.  Your response may be suitable for the sender and the other recipients, but below your response is the original sender's email to you and they may wish to have that kept confidential between the two of you only.  If in doubt, simply remove the original email and its thread or ask the sender if you can copy others on your response and include their original content.  This last point has caused more harm , awkwardness and issues with clients or employees than any of the top 9 combined. 

In a world where technology is changing constantly and at lightning pace, college graduates are entering the work force in their world of texting and Facebooking, it is easy to adapt a philosophy of quick responses with typos, quick , unthinking forwards or responses just to make it through a crazy workday and get things off your plate.  However, once a response or the written word is "out there" , it is hard to take back. 

Professional courtesy goes a long way with just a few moments of thought in advance.  Further, it also welcomes success and is a recipe for repeat business and revenue.

Special Event Creative “Soreness”

You know that great feeling you get when you work out and you are sore afterward? It makes you feel like you really did something! That soreness comes from working a muscle group past the point of it’s’ comfort zone. It’s where the real change in your body starts to happen.

In a recent moment when I felt like everything in my body hurt (great workout!), I started thinking about how often we push our minds and our creative energy to the point of exhaustion where we can actually change or grow. For industry veterans, keeping it fresh is just as important for your clients as it is for your mental happiness. No one likes being in a rut and feeling uninspired. Operating the exact same way year after year is the biggest contributor to lead you down that dangerous path.

Open your attitude and your mind to new things and magic starts to happen! Here are a few ideas to stretch you outside of your comfort zone and create a little creative “soreness”:

• Start a new networking group with new rules for engagement – make it fun, keep it lively! Invite influential people within and outside of our industry.
• Attend meetings and industry events you wouldn’t normally attend – interact with people you do not know.
• Discover an industry alliance with whom you can create a strategic partnership – take advantage of each other’s strengths to satisfy a specific niche in the industry.
• Create an actual social media strategy! Yes, it can be fun, but is it really helping your business? Consult with a social media expert to help you strategize the perfect communication platform for you. Social media is a great vehicle for dropping hints of wonderful holiday ideas/menus or products that you are excited about, new décor packages that are perfect for the holidays, party theme ideas for social and corporate events, inspirational wedding ideas, etc. Just remember to keep it social! Nothing is more irritating than constant promotion on Twitter or Face Book when it is supposed to be about fun, idea sharing, education, relationship building and getting to know the person behind the business.
• Target a brand new market (or a niche within an existing market) – new markets mean new revenue streams!
• Do what makes you happy! Keeping your passion and your zeal for the special events industry benefits both you and your client, so indulge in what makes you happy – trade shows, wine tastings, reading thank you notes from happy clients, attending a design class. . . Personal development keeps you moving forward in more ways than one!

So what do you have to lose? Nothing! Try something new today and tomorrow you can revel in the “soreness” of that great “creativity workout”. Ah, it will feel like you really did something!

NACE EXPERIENCE! 2010 and MUCH more!

What an exciting week it has been! Today I hosted another webinar, this one on "Maximizing the 2010 Holiday Season" Despite a VERY raspy voice today (of all days!), the webinar was great and lots of wonderful comments started pouring in afterward - thanks, everyone! I conducted an interesting "poll" during the webinar to see how everyone felt about their holiday season bookings this year. Every survey I seem to read has conflicting reports - business is looking up, slowing down, the same as last year. .. what?? So, I wanted to see what my audience had to say so I could address their specific needs. Results? 22% said bookings are about the same right now compared to last year at this same time; 27% said they are slightly higher; 5% said they are significantly higher; 30% said they are slightly lower and 16% said they are significantly lower. The good news? 54% are either the same or ahead of their booking pace. More good news is that booking timelines have been noticeably shorter, so people are still booking lots of events into 2010. So, the rest is up to us to create fresh new marketing strategies, prospecting techniques, strategic partnerships and delicious offerings and upsells to impact our own destiny (sales!) in a positive way. Want to explore those holiday ideas and strategies? I recorded the webinar, so you can watch it anytime - you will find it on the website at www.beverlyclarktraining.com.

What else is going on this week? NACE Experience! 2010, of course! I leave Sunday for Austin, Texas. Yeehaw! My segment is on Monday at 2:45pm and I will be speaking on "Re-creating your Sales Presence in the Special Events Industry". It's an advance level topic for industry veterans who need a fresh approach! We all need a way to keep the passion and fuel the flames every now and then, and I am hoping to provide it. Can't wait to see everyone! Please come and find me to say hello. . .

Taking Event Planning to New Heights

Recently, I started working with a wonderful private club, City Club River Ranch in Lafayette, Louisiana. Most of you know that private clubs are a niche that I love, love love. Having worked in private clubs for 18 years, I start to salivate every time I can get my hands on a new property! What an awesome surprise when I was picked up at the airport by the Club's Event Coordinator, the amazing Hannah Trahan and given a tour of the incredibly beautiful area surrounding the club - small upscale town, overflowing with local southern charm. What a perfect combo!

Arriving at the club, I was immediately impressed with the abundance of activity - great energy, active members, happy faces. In the private club industry today, this is the stuff dreams are made of. Club Manager, Mary Beth Langlinais knows how to keep it fresh, inspire her staff and provide members with a healthy, upbeat "lifestyle". Members do not "buy a membership"- they join their friends and neighbors and celebrate good healthy living together. The theme of the club is "Believe. Become. Belong." They boast not only tennis, a fitness center, mind & body center, grill & bar, but also have a small boutique hotel and a beautiful spa. You never have to leave the property! (Awesome for destination weddings and corporate retreats)

When I sat down and met with the catering team - Hannah, joined by event coordinator Colleen Mickal, that's when the fun really began (see our photo - left to right, Hannah, Lynne (me!) and Colleen). These smart, beautiful women are "locals", with a true sense of style. The events they plan reflect that. Again, positive, uplifting energy and a sense of hospitality and service that any bride or client would drool over. I love it that they are looking for ways to do what they do even better and provide the ultimate in service and amenities to their event hosts. Lesson - No matter how long you have been in the industry, you can always continue to learn. Keep it fun and challenging and you will keep your passion! Trust me, brides and event hosts can spot it a mile away. . .

I guess that the feeling I came away with was that the club has made themselves so relevant to their specific demographic, and have done so in a fun, hip, energetic way. What a great lesson for the private club industry. Oh, and if you are ever in the area, you must try their signature dessert - the white chocolate bread pudding. Even if you're not in the area, it's worth the trip!

Wedding Planner "Fam Trips"

Ok, wedding and event planners, I would LOVE to hear from you on this one! Many of our destination location clients at Beverly Clark Enterprises ask our opinion on planning "fam" trips for wedding and event planners. I know that on most trips, you are kept so busy that you can hardly breathe! So now is the time to offer your opinions! In your mind, what is the perfect fam trip? Optional excursions, educational aspects (speakers) as well as property tours, spa time. . . you name it! How many days are ideal? 2-3? 3-4? a week?

Let's hear your opinion!

Strategy-Driven Weddings

In this month's newsletter, one of the articles I wrote was titled "The ONLY 3 Ways to Increase Your Special Event Revenues" (see the newsletter here - http://www.beverlyclarkenterprises.com/_ecampaigns/bcht/) In it, I mentioned the importance of vendor relationships and strategic alliances for building your business. Well, just a couple of days ago, a friend sent me this clip of that strategy at work! http://www.fox5vegas.com/video/22345325/index.html

Bear's Best Golf Club in Las Vegas partnered with several wedding related vendors to create an all inclusive wedding package that they are offering at a very discounted rate to their brides. Wedding vendors, who were also needing to generate more revenue jumped at the chance to be part of the program, and now they are booking away - the phone has been ringing off the hook! This promotion was definitely cost-driven. The package is $10,000 for a total wedding (yes, $10,000!). But, the same concept can be applied to an "experience-driven" package, or one based on total convenience, or an "ultimate wedding", taking advantage of all things high-end. It's just time to think and act creatively in order to change the way we are doing business.

Thanks, Seattle NACE!

Here's the last of the NACE Seattle photos!

NACE, Seattle Chapter. . . You ROCK!

On Tuesday night I had the privilege of traveling to the Emerald City of Seattle, WA to speak at the NACE, Seattle Chapter's monthly meeting. Wow, like the title says, you guys ROCK! What a beautiful event! This month's event was planned by the one and only Jacques Bergeron, Private Event Director at the amazing Columbia Tower Club (where the event was held) and Immediate Past President of NACE Seattle. This private club occupies the 75th & 76th floors of the Columbia Center building in downtown Seattle. Stunning 360* views from 76 floors up of Puget Sound, The Space Needle, and anything and everything Seattle! I was SO impressed by the energy and level of professionalism of this group. Jacques had each table designed by a different event/wedding planner/designer and the tables were breathtaking. Each designer was given a moment to talk about what inspired their design and showcase the many amazing vendors that made it all happen. I focused on weddings for this talk, and the title of my presentation was. . . "Special Events, 2010 - Be Inspired. . . !" By the way, I stayed at the Hotel Vintage Park (amazing!) and received the most wonderful welcome note from General Manager Sandy Burkett (I LOVE the personal touch). Notice the napkin rings on the table featured here - bling! They were from David at Rented Elegance - amazing rentals! Thank you, Jacques, for inviting me to speak at your monthly meeting and to the entire NACE Chapter for your amazing hospitality! More photos to come. . .

Facing Setbacks Head On!

Are You Facing a Setback?

Setbacks are a part of life, ans definitely part of the special events industry. We can have a great month, then a not so great month, and cancellations happen so quickly it can make our head spin. The trick is to keep your attitude positive, get up when we fall, and learn the lessons from the rejections we are faced with. Did you ever notice that if you don't take time to learn the lessons, that the same type of problem keeps resurfacing in your life? Hmmm. . . what does that tell you?! The next time you’re facing a setback, keep in mind these stories about people who used a setback as a set-up for a comeback:

Lucille Ball: She began studying to become an actress in 1927 and was told by the head instructor of the John Murray Anderson Drama School, “Try any other pro­fession. Any other profession.”

Clint Eastwood and Burt Reynolds: In 1959, a Universal Pictures executive dismissed them at the same meeting with the following statements. To Burt Reynolds: “You have no talent.” To Clint Eastwood: “You have a chip on your tooth, your Adam’s apple sticks out too far, and you talk too slow.”

Alexander Graham Bell: When he invented the tele­phone in 1876, it didn’t ring off the hook with calls from potential backers. After making a demonstra­tion call, President Rutherford Hayes said, “That’s an amazing invention, but who would ever want to use one of them?”

Chester Carlson: In the 1940s, this young inventor took his idea to 20 corporations, including some of the biggest in the country. They all turned him down. In 1947 – after seven long years of rejections – he finally got a tiny company in Rochester, NY, the Haloid Company, to purchase the rights to his electrostatic paper-copying process. Haloid became Xerox corpora­tion, and both it and Carlson became very rich.

Abraham Lincoln: He entered the Blackhawk War (1831-1832) as a captain. By the end of the war, he had been demot­ed to the rank of private.

J.K. Rowling: Author of the Harry Potter series, Joanne was an aspiring writer and single mother living on welfare with her young daughter in an unheated, mice-infested flat. Her first book was rejected by 12 publishers before the world met Harry Potter in 1997.

And then there was the young man who submitted a paper to his Yale University management professor, and got this response: “The concept is interesting and well-formed, but in order to earn better than a ‘C,’ the idea must be feasible.” The young man was Fred Smith, his paper proposed reliable overnight delivery service, and Fred went on to found FedEx Corp.

Failure is not falling down, but staying down! So get up, learn the lesson, change your behavior and say "thank you" for another chance!

Wedding & Special Event Blogs - My Faves!

In the special events industry, we are always looking for the trendiest new everything - we need inspiration! Funny thing is, the brides and our clients are looking at the same thing, and with the incredible amount of info on the internet waves, brides get tons of great ideas, then it's the job of the industry professionals to bring it all together and make it all happen! Brides rarely know what all those great "looks" will cost them, though, so it is our job to also be an educator as well as someone who can help them prioritize. And remember what I always say - "trends = upsells"! Think about how every trend can translate into an upsell for your business or service.

I'm often asked about my favorite blogs, or where I think brides are getting all these wild and wonderful ideas. . . wow. . . there is no lack of great blogs, but here are a few of my "faves". . . I threw a few in that are not specifically for "inspirational looks", but also just great info for anyone in this field.

www.stylemepretty.com
www.junebugweddings.com/blogs/what_junebug_loves/
www.thinksplendid.com
www.greenweddingshoes.blogspot.com/
www.juliannesmith.wordpress.com
www.pinkinitiative.org
www.kissthegroom.com
www.thebusinessofbeingcreative.com
www.ilovelolliblog.com

2009 Meet the Masters

What an honor! ISES, Greater Los Angeles Chapter has selected me to be one of the "Masters" for their 2009 "Meet the Masters" program at the Pasadena Convention Center on November 18. I am thrilled and can't wait to meet everyone! www.ises-la.com

Destination Weddings – Are You a "Destination"?

With the special events industry taking our financial "knocks" this year, we have heard (and rightly so) a lot of buzz about weddings being the "recession proof" market to target. Absolutely correct! But let's get a little more specific about one market in particular...

We have been saying all year that brides today may be trying a skimp a little on their budgets (cutting the guest list being the first place they try to save). A survey conducted for Destination Weddings & Honeymoons magazine forecasted that the average budget for a traditional wedding fell 7% in the past year to $20,398 as a national average. Where is the good news here? The fact is that they are all still hosting the event, and multiple wedding related events at that. That in itself is good news. More pointedly, the same survey also revealed that the destination weddings market will grow to $16 billion this year from $13 billion in 2008, extending a streak that has seen the market boom from just $3 billion in 2001. Now that's the kind of news we like to hear!

When talking about destination weddings, most people automatically think tropical or exotic locales – Mexico, Caribbean, Europe, Hawaii, etc. Destination weddings are defined as a wedding taking place outside of a 100 mile radius from the bride & groom's home town. The "destination" does not have to be a beach or island location – just "away". In a recent Beverly Clark survey of our brides, for those stating that they were having a destination wedding (56%!), Florida, California, Arizona, New York and Georgia all made it into the top ten as to where the event would be held!

So, have you ever considered yourself a destination wedding venue? Here are a few things to think about when trying to break into this booming market:

1. Do the work. Take time to speak to industry destination wedding experts to determine if your location is destination wedding friendly, and what you could do to attract and book more events
2. Becoming known as a destination wedding hot spot is all in the knowledge of your sales team and the marketing of your property. Become keenly aware of all the local area cultural points of interest and things that would be attractive to out of town guests. Market your property as a destination by showcasing all that you have to offer as well as the surrounding area
3. Build relationships with event planners and travel agents who specialize in destination weddings and events – they will bring you the best events!
4. If brides contact you directly, also refer them to a great event planner (one that you have built a relationship with in #3, above) who can handle all aspects of the destination event that you cannot handle – guest travel, invitations, welcome amenities, event design and décor, activities, etc.
5. Market (advertise) your business on a wider scale – not just to local markets. Research to determine where your "pull" market is from and advertise to specific, targeted areas.

For wedding industry vendors outside of hotels, resorts, event venues, country clubs, wineries, etc., the same theory applies. Determine if your business or service "can travel" and if you actually want to! Then, do # 1 – 5 above as well as researching what the local vendors have to offer so you see what you are competing against and why you are better. Why would a bride pay to transport you to her event when she could book local? You MUST have a great answer to this question. Trust me, the brides will be asking the same thing.

Never thought of yourself as being in the destination wedding market before? Well, maybe it's time to re-think it!

Special Event Industry Price Wars – Making Your Sales Approach NOT About the Price!

In the hospitality/special events industry, we are not immune to price wars. As in any industry, they can kill your margins, not to mention making the “closing” process of your sale more difficult. Focusing on a “value-based” selling strategy seems to be a good alternative, but before we talk about that, let’s explore and evaluate the problem a little more closely.

When costs increase, they do so across the board for you and all your competitors. Unless your cost structure is wildly inefficient (compared to your competition), one of the major problems is that competitors wait to raise prices until they see if everyone else is as well. They do not want to be the first one to raise prices, and then run the risk of losing business due to what appears to be price gouging. What happens, though, is that if you do not raise prices when all of your costs have increased, you are not being financially responsible with the profits of your business, and run the risk of putting yourself in an unhealthy financial position that can lead to reductions in staffing levels, services and experiences provided, and eventually bankruptcy. When necessary, taking reasonable increases at appropriate times of year is a step to ensuring the financial health of your business. Clients understand this as well - everywhere they turn, costs are increasing around them, and you are no exception to that rule.

While no one wants to “over pay”, customers are always looking for the best value and cost without sacrificing everything that they want. In this type of economy, service standards and experiential touches can be the differential between closing the sale and losing the sale to your competition that is still operating under last year’s prices. In the sales process, the ideal goal would be to present your product and service in such a way that your customer realizes how much they want it without even knowing the price. If a customer has already made up their mind about you, your product, the reliability, and the overall experience, price almost becomes incidental.

Especially in our industry, we have one chance and one chance only to get it right. You cannot have a “do-over” of an event if you make a mistake. You cannot just return the product for a new one as is the case with a tangible product. If your clients know that you realize this, and the importance of getting it right the first time, you have just elevated the trust factor in your relationship and made big points in getting to the final “close”.

Price wars are only possible when the product, service and experiences from different competitors/vendors are so identical that the client doesn’t care who provides them. So make yourself different. Make it all about service, host and guest experience and relationships. And, make sure that in your sales approach, you highlight the DIFFERENCES rather than how you are similar to your competition. This will allow you to stand out from the rest, and when comparing you with your competition, your client will remember YOU and how you made them feel.

Price factor shrinks as clients decide that what they want is the differences that you provide. We all have something unique to offer. By taking the time to determine what that is, what your sales approach will be and how you will not focus on price but on quality of service and experience, you shield yourself and your business from the “price wars” that we all want to avoid.