What the Market Will Pay

"What the market will pay" means that customers are comfortable with the value they received for the price that they paid. And as long as they are comfortable, why should they even bother to shop around? They might even find a lower price but they ask themselves if the same value they want is there. It's your job as an owner or manager to make sure it's not. If you're trying to sell at the best prices that you can get, then you have to prove to your customers that everything is worth it.

"What you see is what you get" is not good enough anymore unless you are selling at bargain basement prices with "as is" status. People won't buy at a clearance sale unless the prices are extremely low. If you want to sell at the highest prices that your customers fell comfortable with, you need to provide some uniqueness backed by superior customer service. Trying to fool the buying public on value will always bacfire eventually.

Barry is a marketing & business speaker. www.idealetter.com