Forget Competing on Price: The Real Advantage is Understanding Your Customers

In today's competitive market, where price wars can hurt profits and damage brand value, it's crucial to rethink your marketing strategy. Instead of focusing solely on price, consider how well you understand your customers' personalities. This is where the DISC model becomes invaluable. By using the DISC model, you can better communicate your brand's unique value by catering to the different behaviours of your target audience.

Competing on price may attract customers quickly, but it often results in lower brand value and reduced profit margins. Instead of joining the race to the bottom, businesses should focus on value and results. By understanding and addressing the specific needs, motivations, and behaviours of different customer segments using the DISC framework, companies can create personalised messages that highlight the unique benefits and superior outcomes of their products or services. This approach not only sets your brand apart but also builds stronger customer loyalty, making your offering more appealing than simply having the lowest price.

Many believe that relying solely on price competition is a short-term strategy that can harm long-term brand loyalty and reduce the perceived value of your products. By aligning your messaging with the key personality traits—Dominance, Influence, Steadiness, and Conscientiousness—you can create urgency and craft narratives that resonate with customers and drive action. This strategy is about more than just engaging customers; it's about preserving your brand’s integrity in a market filled with cheaper alternatives.

Understanding the DISC Model

To fully harness the power of the DISC model, it's essential to understand the distinct personality traits it identifies:

Dominance (D)

• Typical Characteristics: Assertive and confident, goal-oriented and driven, competitive and decisive.
• What They Usually Say: "Let's get to the point." "What’s the bottom line?" "I’ll take care of it."
• What They Do: Take charge and make quick decisions, push for results and outcomes, tackle challenges head-on.

Influence (I)

• Typical Characteristics: Outgoing and enthusiastic, persuasive and sociable, optimistic and energetic.
• What They Usually Say: "This will be fun!" "Let’s do it together." "I’ve got a great idea!"
• What They Do: Build relationships and networks, motivate and inspire others, share stories and experiences.

Steadiness (S)

• Typical Characteristics: Patient and calm, loyal and supportive, consistent and reliable.
• What They Usually Say: "Let’s work together." "I’m here to help." "I’ll take my time."
• What They Do: Listen and support others, maintain stability and harmony, follow through on commitments.

Conscientiousness (C)

• Typical Characteristics: Analytical and detail-oriented, cautious and systematic, organised and precise.
• What They Usually Say: "Let’s look at the facts." "How does this work?" "I need more information."
• What They Do: Analyse data and processes, follow rules and standards, work methodically and accurately.

Applying the DISC Model: A Strategic Must

Imagine your competitors continuing to cut prices. Many experts believe this trend will reach a point where brands will struggle to maintain their identity. Without a shift to value-driven communication, businesses may not recover from the damage caused by relentless pricing strategies.

The DISC model is your tool to avoid this crisis. It helps you intensify your messaging so that your brand stands out as one that delivers real value—value worth paying for. This strategy not only protects your brand from the dangers of price-based competition but also positions you as a leader in the market, driving long-term loyalty while others struggle.

Don’t wait until it’s too late—act now to elevate your brand and secure your market position before price erosion reaches your doorstep.

How do you craft messages that resonate with different customer personalities in a market driven by price competition?

Here's Sal Jefferies 's podcast where I introduce the DISC model and other strategies to compete on value and results, rather than price, by enhancing marketing communication for businesses.