Can you explain why a Rolex costs more than an Omega or why the cheapest Mercedes is priced higher than the most expensive Dacia?
Maybe you’re passionate about watches or cars and know exactly why one brand’s pricing is different from another’s.
But can you explain why people are willing to pay more for a product that does the same thing as its competitors?
Yet, how many times have you lost a deal because a potential client tells you that shipyard XYZ is offering them a bigger discount?
Or worse, they don’t even ask for a discount—they just say your boats are too expensive and walk away.
You don’t even get the chance to explain why they’re priced as they are or what benefits they’d enjoy by choosing one of your boats.
The answer to “why are we willing to pay more for a product that does the same as the competition?” is simple: we assign a different value to products (and brands) perceived as different.
Everything about a brand’s communication is designed to say: “I am different from everyone else, and if you want me, this is my value!”
Even if I don’t know the real reason why one thing should cost more than another, I assume it’s justified.
This is why some people prioritize being seen with a Rolex on their wrist while driving a Mercedes, knowing full well they could have had the exact time and reached their destination for far less.
And you—can you clearly explain how you are different from your competitors, or do you simply claim to be better? Better by what standard?
For some, the better product is the one that costs less for the same features; for others, it’s the one that brings more prestige.
But let’s not get too lofty: is chocolate ice cream better than cream-flavored ice cream?
And yet, some prefer one over the other simply because they are different.
Can you clearly and objectively explain why the boats of the shipyard next to your booth at the Genoa or Cannes boat show aren’t even comparable to yours?
If yes, then you can help your customers understand why your prices are justified.
And do you know how to make sure a customer already understands this when they arrive on your website, Facebook page, or in front of your models at a trade show?
If you need help making it evident to everyone that what you offer can’t be found anywhere else, LLiquida can assist.
We are the Italian company specializing in marketing and communication for the nautical sector, composed of professionals who have been working in the field since the late 1990s.
If you want, we can discuss your situation in a no-obligation introductory call. Just send an email to info@lliquida.com.
Do you really want to miss an opportunity like this? You risk nothing and get a professional consultation. What are you waiting for?
