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The Transparent Web and Pricing

I gave a talk about “The Transparent Web: Using Online Marketing to Optimize Pricing Power” earlier this week to the National Golf Course Owner’s Association. Really great folks and I learned a lot while I was there, too. While the presentation was tailored to golf resorts and courses, the same facts holds true for most businesses.

What are those facts?

  • Your customers have lots of choices when shopping for products and services.
  • Social and search make prices and value propositions completely transparent, whether you want them to be or not. Don’t fight it. Use it to your advantage.
  • 3rd-party “partners” (some actually are good partners, some aren’t) want to be the go-to resource for your customers. Understand how you each provide value and work to complement, not compete, with one another.
  • You must maintain price parity for the same products across all sales channels — unless the reason makes sense to the customer (e.g., pre-purchase discounts, non-refundable pricing, etc.).
  • Your pricing must represent a clear value to your customer.
  • Best price guarantees aren’t the same thing as discounting — and that’s a Good Thing.
  • Your value proposition helps customers understand why to buy from you.
  • Your marketing exists to reveal your value proposition.

I’ve included the slides below. And I’m available to speak about Internet marketing and e-commerce at your next event, too. Enjoy!


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Tim Peter is the founder and president of Tim Peter & Associates. You can learn more about our company's strategy and digital marketing consulting services here or about Tim here.

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  1. […] The first thing you can do is make contact with whoever published the derogatory comments about you. If the content you don’t like is a YouTube video of you dancing on the bar at Hooter’s last week, you can probably just ask your friend to take the content down. But if the content is a bad comment about your business posted to Yelp, chances are pretty good that you will need to do a little more work. Reach out to the customer and see if you can turn the situation around with some great customer service. [Editor's note: This is a great example of the transparent web in action] […]

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