In certain contexts, the word “gap” has a somewhat negative connotation based on its definition:
“a break or a hole in an object or between two objects”
“an unfilled space or interval; a break in continuity”
However, in marketing a gap is actually a good thing. So good, in fact, that the bigger the gap the more favorable the outcome. Let me explain.
In order to grow and maintain our business we need clients, with the goal of building loyalty. Being awarded the business only means that our job has only just begun, because in order to keep the business we need to maintain and/or increase the value we provide to the client. This value is based on the specific benefits the clients receives by doing business with us. While there is always a price paid for those particular benefits, our ultimate objective is to ensure that the number of benefits to the client is so great that it creates a “gap” or distance between what was paid and the value received. Somewhat like being in a hot air balloon. The higher the balloon gets, the smaller the objects on the ground appear. The more benefits and value the client perceives, the further they are from focusing on price alone.
To promote loyalty and continued growth in our business we need to be consistently cognizant of the “gap” – from our client’s perspective. To do otherwise will ensure that price alone is the determining factor in whether or not you keep the business.
Keep it perpetual.