Good Morning Educators,
Choosing a product or service solely on price is generally a
losing situation and people almost always end up paying more in the long run
when price is the only factor.
The home improvement industry in which we operate is
notorious for focusing solely on price. A customer will inevitably ask us for
“the lowest price” on their flooring. Unfortunately, if we quit caring, the
lowest price won’t include the add-ons that drive the price up. (Better
underlayment, better pad, higher face weight, etc). A lot of times, the final cost, with other
contractors, ends up being much more
than the original bid, and the buyer
ends up paying a lot more.
Buyers who have preconceived ideas about what they want
based solely upon price may not clearly understand the total cost or the best
solutions available to them. To truly get the “best deal,” we must move beyond
focusing solely on price and into the realm of customer value, factoring in
price, quality, service and reputation. Doing this requires us to educate the
customer. By providing our goods and
services at the “lowest true cost” we don‘t always provide real long-term
value.
For our customers, it is in their best interest to buy from
someone with knowledge and understanding about the products and the market,
someone who offers the best long-term value, has their best interests at heart
and will go the extra mile for them. That’s the true definition of customer
value.
Believe this and submit it to memory – we will be thankful
when we are in front of “that” customer.
" The bitterness of low quality remains long after the
sweetness of low price is forgotten." -
Benjamin Franklin
“There is hardly anything in the world that someone cannot
make a little worse and sell a little cheaper, and the people who consider
price only are this man’s lawful prey. It’s unwise to pay too little.” - John Ruskin
Floors By Tomorrow
Auth Rep of Empire Today
Sales Trainer
720-371-2000
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