What if you’ve got a great product at a very competitive price, but your sales are still lower than they could be?

There are 3 basic reasons that people buy from you, and chances are you’re only working with 2 of them. Obviously, most buyers are concerned about your prices. You can get a lot of interest from anyone whose budget is in your price range.

The problem with pricing is that there’s always someone else who can do what you’re doing, and offer it cheaper. Most of the time, your only defense against this price gouging is to utilize the second buying factor.

The second factor in the Nutraceuticals business is lab-verified results, whether it’s GRAS status, certification of GMPs, or proof of the purity and efficaciousness of your products.

Most companies rely heavily, if not completely, on these two factors. But there are two other “soft” factors that often make a perplexing difference in your ability to sell.

I’ll get to the other factoir in a minute, but first there’s something you should know.

What if you don’t get the word out?

If your company has a solid footing in these first two areas, if you’ve got good prices and solid proof of your quality, there’s still one thing that could trip you up. It’s the issue of getting the word out to your market about your prices and quality.

If you’re not sending a clear, consistent, and effective message about these first two factors, you’re missing possible clients and leaving money on the table.

Your message is probably already there. But if you express it the same way as everyone else, it’s hard to differentiate your company. In fact, the only real way to stand out is by changing the perception of your buyers.

The quickest way to achieve this is by working on the copy in your company literature, press releases, and website. I’ve helped scores of companies do this, and the key is to present yourself as more than just a mere vendor. You need to be perceived as a resource.

So here’s your homework until next time: Think about how you can be a resource for your clients. What can you do to improve their profitability? And more important, how can you get the word out that you’re able to do this?