Aiming a Little Bit Higher
FingerTec’s positioning is clear; we are in the mid-range market. The question is where are we positioned in the mid-range market? Do we place ourselves closer to the low-range market, or do we aim higher, securing a position near to the high-end corner? Consumers choose products from the low-range market largely due to price. The lower the better. In short, they least expect to receive great support and high quality products. As long as the price is right, they’ll buy the products, deal with the support and quality issues as and when they arise, and believe me they arose. The market is well aware that product quality and great support are positively correlated to the market positioning.
To be positioned near to the low-range, we need to pay more attention to providing slightly better quality product with more focus on support. If consumer could obtain answers to their technical support questions in the shortest amount possible and the answers settle their problems, then we have done a good job. Consumers would feel okay to pay slightly more for the slightly extra service.
|The journey is not easy yet it's necessary|
FingerTec has ensured the product’s quality from the get go, providing sought after features, making sure that the clients get what they are paying for. With products come supporting resources such as manuals, video guides, warranty matters, support issues – and our objective is clear, we make things easy for our clients. Then, we move forward to the next step where we provide marketing support to our resellers through our online resources. As a FingerTec reseller, you can get all readily available materials just by downloading them online, and if you couldn’t find what you are looking for, we are always there to assist.
Moving along, FingerTec stops and looks at the areas where we can help resellers deal with customers. We engrave our email@example.com on all FingerTec hardware, relaying a message that we are here should you have any problems, regardless from whom you bought this machine from. This does not discount the role of resellers in the whole process but subconsciously we lend a helping hand for the benefit of all parties. We’ve also made available the back-end system for resellers to trace and track their orders with us, to have history of purchases online through Cloudtrack, tweaking our system to benefit our resellers in the long run. Ultimately, we bend backwards for our resellers and customers.
So when you ask yourself, are you paying a good price for FingerTec solution? The answer is a definite one.
By Norana Johar, COO, FingerTec HQ