Have you ever been the recipient of an indifferent experience with a company? Not fun, is it?
Well, I was treated to exactly the opposite experience recently by my 'computer gurus' -- well, that's how my wife refers to the people who keep my computers running and me from having a heart attack when they go bad!
It's truly remarkable . . . when you not only get what you need, but you get a little something more. I remember reading in a Michael LaBoeuf book about what is known as 'Lanyap'. That's a term, used by Lousiana cajins, to describe the "little something extra" you get when you buy something. LaBoeuf gave an example: you go to the general store to buy a pound of flour. After carefully measuring out the full legal pound, the shopkeeper digs in one more time, winks at you and, as he's putting that extra spoonful of flour in your bag says, 'Lanyap". That's the term that means, "You're getting MORE than you paid for".
OK, back to 2004. My email program suddenly goes bad. I can't even open up the application much less find my email. Not a good situation. The solution? Call the fellows at Computer Resources in Wethersfield, CT. After assessing the situation, Brian turns me over to Pete who deftly walks me through some remedial steps and solves my problem.
The nice thing? Besides getting rid of the problem, they didn't charge me for this (to me!) invaluable service. As a long-term customer (can you say LOYALTY!!!) I guess they figure the investment of a few minutes on the phone with me is a good form of advertising . . . surely word-of-mouth shall follow you all the days of your . . . well, you get the idea.
I have a loyalty to these guys because they earn it!
I need something for my computers . . . I buy it from these guys. I don't shop all over the internet or in catalogs. I call Pete or Brian and say, "Can you help me?". That's worth something! Something that gives them some MARGIN for profit that a cut-rate, no-service strategy just wouldn't allow. Granted, they won't appeal to everyone. But, they don't mean to and, hey . . . THAT'S THE POINT!!
If YOU try to be a company that competes on price, you're dead-meat. Why? Because sooner or later you'll run up against an idiot who, in exchange for getting a deal today won't have the cushion (profit margin) needed to be around in the future when you need them. And then, when the thrill of a low price wears off . . . how $%&# happy are you gonna be when you need service after the sale? Not very, I'll bet!
So here's the point I want to leave you with . . . never adopt a 'compete on price' strategy. If you do, you'll never be a consistent winner and you'll become a definite loser at some point in time. Instead, commit to delivering an extra-ordinary quality buying or service experience for your customers or clients.
You'll not only blow them away, but you'll create some of the most powerful and cost-effective advertising you can get . . . Word-of-Mouth promotion. That's increasingly rare. Stand out by offering an extra-ordinary service experience and you'll become richer as lesser firms become poorer.
Again, a quality experience isn't 'higher in price' as long as it's 'better in value'. A Mercedes-Benz and a Chevrolet may both be cars . . . and they're not close in price . . . but they're both PRICED FAIRLY!!
As long as you know what you want, the right car will be a bargain. And as long as you learn what your customers want from you . . . and can convince them that they'll get it from you . . . you'll be a bargain, too! Yes, even if your price is 'higher' -- even a LOT higher -- than any others.
Good selling!
Comments