Low Price - Who Cares?

If you think that everyone buys the low price, think again. Low price sellers lure buyers and shoppers to the big box stores because they offer mostly commodity or commonly used products. Most buyers know that the service is poor but they don't need much service when buying commodity items. But when it comes to quality product purchases the lowest price may not get the order. Toothpaste is toothpaste regardless of where you buy it so you might as well pay the lower price. But furniture, cars and trendy clothes may need some assistance to buy and to learn the pros and cons about. There is also a question of quality with these products and the lowest price may be the lowest quality and not last very long.

I see some big furniture stores or chains always advertise low price. low price and LOW PRICE. They never say much about how you will enjoy it in your home and if it will last with kids and pets jumping all over it. They just want the fast sale and send you on your way and hope you don't look back or question the quality. Budget clothes stores push the low price items and they always look good in the dressing room but what about after you wash it a few times. You look OK when you buy it but will you be happy a few washes later? Car dealers convince you to buy at low prices and then load up additional costs on the back end.

Every industry has these low price advertisers that either don't back up the sale or offer the least amount of service possible. Smaller, growing and smart businesses can take advantage of this by offering what's missing at a price that includes the value they have added. You wouldn't search for the lowest price surgeon to replace your heart valve, would you? Take the low price out and add value a customer can count on, over and over again. You will build loyalty and they won't consider the low price over your business.

Barry is a marketing and customer experience speaker and trainer.  www.idealetter.com