Strategies for Manufacturers: Communicate Your Value, Defend Your Price, and Attract the Right Customers
If you manufacture inflatables, you’ve likely heard phrases like: “Shop X sells it cheaper!” or “Can you do it for half the price?”. These price-focused customers can undermine your profitability and devalue your work.
The solution? Stop justifying your prices and start communicating your value. Here you’ll learn:
- How to identify your ideal customers (and those to avoid).
- Techniques to highlight the quality and exclusivity of your inflatables.
- Strategies to turn customers into loyal partners.
1. Stop Competing on Price and Attract the Right Customers
Just like high-end artisans, premium inflatable manufacturers should focus on customers who prioritise quality and safety, not the lowest price.
Ask yourself:
- Does your ideal customer want durable inflatables made with resilient materials and exclusive designs?
- Or are they only comparing prices with generic, low-quality products?
Immediate action:
- Use this playful yet firm response: “If price is the priority, the amusement park down the road opens at 9 am.” (Adapt with humour, but stand your ground.)
2. Communicate Your Value in 3 Steps
2.1. Showcase Your Expertise
- Example: “Our inflatables undergo 5 safety tests and use reinforced fabric — that’s why they last 3 times longer than conventional ones.”
- Social proof: Include testimonials from satisfied customers or industry certifications.
2.2. Educate About Costs
- Explain what justifies the price:
- Tear-resistant materials.
- Custom designs (e.g., exclusive moulds).
- Extended warranties.
2.3. Offer an Experience, Not Just a Product
- Highlight benefits such as:
- For parks: “Your customers will enjoy lower maintenance costs and more uptime.”
- For events: “Toys that make a visual impact and guarantee stunning social media photos.”
3. Handling Objections Without Compromising
Scenario: “But it’s cheaper in China!”
Strategic response:
“We understand! However, our inflatables are locally produced, with quick repairs and direct support. An imported product, if defective, could take months to replace — and your event can’t wait, right?”
4. Be a Partner, Not Just a Supplier
Loyal customers emerge when you:
- Maintain transparency: Inform them about timelines and potential adjustments (e.g., rising PVC costs).
- Offer solutions: Suggest alternatives without sacrificing quality (e.g., “We can use this similar fabric, which maintains safety while reducing costs by 10%.”).
- Nurture post-sale relationships: Send follow-ups like “How is the inflatable performing? Need any adjustments?”
Between the Lines
Manufacturing high-quality inflatables requires the courage to set fair prices and the skill to attract those who value your work. Remember: every customer haggling for a discount is a sign you’re not communicating your value effectively.
Next step: Review your portfolio and emphasise the unique selling points that justify your price.
Inflated Greetings!
Did you like this content? To stay up-to-date with all the news, follow our social networks in the footer.
