Are you racing to the bottom?

If Faster, Better or Cheaper was the question what do you think your clients would choose.

Many of us believe that the consumer wants faster and cheaper.

If this is the case then the decision will always be based on price.

Tiger is by far the cheapest airline in Australia - are they however the better option or the choice of the consumer or the leading airline in the country?

No - the consumer choice will always be for better and if they can see the value provided in the product they will pay the price.

If that is the case then ensure in your business you are not winning the race to the bottom in your market place.

The bottom is the cheapest price on our services to win the businesss; putting no value on the services we provide.

In the short term you may win business but at what cost. Does the income earned from this "discount" price actually allow you to make good profits.

With out good profits you don't have a sustainable long term business.

The risk you take in being the cheapest one is that at some point someone else will find a way to be cheaper than you.

The race to the top is always the better choice. This is based on having better relationships, putting a value on your services, ensuring that your clients know you, like you and trust you.

To win this race you need to:

• have a plan
• employ people who understand the value you bring to the consumer
• have great leadership that is willing to take risks
• have patience and insight

The race to the top is where I would want to be, it is there that we become market leaders,  set the agenda that others follow, stay on the mindshelf of the consumer.

This is where the stakes are higher but so is your return and impact.