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"Do YOU Remember?"
Hello
I
wonder if you can answer these 3 questions:
Think carefully because this is really important!
Here they are...
Just think of the last major item you bought – got it?
OK – how much did you pay for it – exactly?
Next...
Just think of the previous major item you bought – got it?
OK – how much did you pay for it – exactly?
Next...
Yes – you know what this one is don’t you?
Just think of the major item before that you bought – got it?
OK – how much did you pay for it – exactly?
Now it might be...
Those ‘major items’ included such big purchases as – a house; a car; a holiday;
furniture; a kitchen; a bathroom; electrical equipment; a wedding; a honeymoon;
a present for a loved one!
And...
Were you able to remember the EXACT price you paid?
Now why am I asking?
Well – whenever I’ve asked friends, colleagues, customers, clients, audience
members or anyone – most people really struggle to recall the EXACT price they
paid.
And so...
This brings me to an expression a good friend shared with me. He’s a master
carpenter by trade – able to create ‘stuff’ in wood (and other materials) that
astound normal humans like me: kitchens, bedroom furniture, marble dining
tables, cabinets and even wooden pieces he paints to resemble marble or
tortoiseshell – incredibly!
One day...
We were discussing business and as his creations are at what we might consider
the ‘high-end’ of the pricing ladder I was asking him about his experiences.
He said:
“People remember the experience long after they’ve forgotten the price!
Oooooooooooohhhhh!!
And you know...
He’s right! And you and I can take two major thoughts from his words.
1.
Sometimes I’ve made the mistake of thinking: price
is ‘THE’ factor rather than ‘A’ factor – in someone’s buying decision
2.
I’ll bet you and I can recall the feelings; the
emotions; the experience of the product or service far easier than we can recall
the price
And so...
If other people (our customers and clients) are the same as us – can we remember
this expression in our dealings - and focus on explaining the real benefits, the
real advantages, the real joy they’ll experience by buying what we supply
Instead of...
Being ‘hung-up’ on price, price, price! I think it will help – don’t you?
Now let’s be realistic...
Price does matter – of course it does - however invariably in any transaction
there are far more factors than just the cost involved.
I know...
You know what I mean so I’ll leave these thoughts to meander around in your mind
as they are in mine to see just how I can use them to concentrate on
‘customer-experience’ rather than only – price.
Will you?
Go on then...
Peter Thomson
Editor and Not Price Conscious
Publisher
tgiMondays
PS: If you have an experience where price was just A factor rather than THE
factor – do let me know:
peter@tgimondays.com
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