HAVE YOU EVER WONDERED WHY SOME BUSINESSES CAN CHARGE VERY HIGH PRICES AND STILL MAKE LOADS OF SALES?

This morning I saw an excellent advert on TV from Lego. Now my 6 year old boy loves lego. He'll sit there for hours putting the little bricks together, sometimes building meaningful models, other times just building a wall or laying them out in colours. Whenever we're up town he always wants to go to the Lego shop to see the latest Harry Potter or Star Wars model. Up until this morning, I wondered why the little plastic bricks were so expensive and how can they justify the prices they are demanding for their kits. (The Harry Potter nightbus will cost £25 for example and the Star Wars Millenium Falcon is approximately £130) After all, they are just plastic bricks aren't they? 

But, this morning, I saw their latest advert - It brought home to me in a very good example of selling benefits rather than features.  A message where they have positioned their brand correctly and at the right place.  One where price becomes irrelevant and they can demand alot more for the value that they are offering. It's a very strong message, that Lego aren't just selling plastic bricks, but their selling an experience.

Take a look at the advert, it's shown on my blog click here to view it and then think about how you could position yourself, your business and your brand in this manner so that you can charge what you are worth.
As always, If I can help with anything, please give me a call 

Trevor Nicholls
trevor@theleafletdeliverycompany.com
01908 760800

THE JOYS OF BARTER

Bartering has been around ever since man began trading and despite an in-bred scepticism in the UK it can be a much more satisfying way of doing business especially when money is tight. I enjoy bartering and use it extensively to obtain goods and services that I need. It is a particularly useful way of doing business during periods when cash trade is scarce or you have excess capacity or stock that you want to shift. With the advent of the internet, most countries now have an organised barter trading system and mega businesses, even governments are not averse to trading in this way. I once worked for a client in the construction industry who regularly took payment for their projects in Nigeria with tankers of crude oil in place of hard cash, and this was later sold on to one of the major oil companies.

Communities have grown using the bartering system with various levels of success on a local level, but by far the most successful bartering organisation is Bartercard, an international trading portal that operates in six countries and has 75,000 trading members. Bartercard simplifies the trading process by matching the requirements of members to appropriate suppliers of products and services from within the membership. Payment is conducted using Trade pounds; thus when I make a sale payment for my services will be credited to my account and this can be used to pay for anything I buy from other member businesses. This means when I want to eat out, stay at a hotel, buy items that I need - even pay for my private dental treatment, I pay using Trade Pounds instead of spending cash. Bartercard makes its money by charging fees on every transaction but these are tiny compared to the equivalent cash spend you would otherwise make. It is a great way of doing business and it is all 'above board' - with members paying tax and collecting VAT on transactions in the normal way. Being a Bartercard member also acts as a great form of social networking that forges firm friendships and working relationships with other businesses.

The only downsides are that you cannot buy fuel, or use Bartercard to buy food in the supermarkets but it is something the major companies should consider. The reserved nature of the Brits still casts a suspicion over anything innovative that can really help their businesses. But it really is time that all businesses woke up to the benefits Bartercard has to offer as an alternative to paying for everything in cash.

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