Dine at the “Why”?
Do you want to be perceived as a Partner or a Vendor by your customers?
In my experience many Enterprise clients really like to talk about the “What” regarding their business offerings to potential and existing customers. Whether it’s Web Marketing, TV, Radio, or Direct Mail. Clients want to show “What” services they offer and “What” the prices are for said services. The potential customers do want to know this information and it is helpful to them.
However, most customers are looking for you as the client to explain the “Why”. The why helps a customer make a decision based on their needs rather than a price. A customer solely or primarily making a purchase decision based on price perceives the client as a vendor not a partner. Customers need your help explaining the “Why” so they can make a decision based on more criteria than just the “What”.
Why should I do business with your company? Why is your product better than the competition? Why is your company better to work with? Etc.
Doing a great job explaining the “Why” in your marketing efforts will change your perception to your potential and existing customers. In the end you will win more business and have more satisfied customers. More sales for the right reasons and better customer retention. You are helping the customer make a decision based on their needs rather than just a great price.