LEADERSHIP
E N H A N C I N G VA L U E
Harnessing the power of brands for category value
Everyone has heard the adage – ‘buy cheap, pay twice’. In today’s challenging economic landscape, with budgets squeezed and belts drawn ever tighter, businesses face tougher decisions than ever between quantity and quality when it comes to selling. According to 3M, to truly enhance category value, resellers can benefit from analysing their approach to brand value positioning and ringing some of the key benefits for your business and customers
I
n the reseller world,
yield a quick sale might seem an easy route to
cost versus value is a
increasing sales numbers in the short term,
conversation that has been
seasoned dealers know that this poses significant
around for years. However,
risks. Success isn’t about one-off transactions. It
in the post-covid era and
is about cultivating an offering and relationship
following the changing
that brings people back time and again, with
financial landscape caused by an economic
customers knowing and having full confidence
downturn and the cost-of-living crisis, dealers are
that they are getting not just quality products
seemingly being pushed even harder towards a
from a trusted source, but the right advice and
sales model governed by price.
insight from industry experts. So how can this be
But while selling budget products that can
[22] JANUARY/FEBRUARY 2024
www.dealersupport.co.uk
achieved when profit margins are being squeezed