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Why pay more?

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Driving home the other day I passed a van for a glazier and proudly plastered all over the side and back of his van was the phrase “Why pay more?”

And it got me thinking….of plenty of reasons to pay more. Quality, delivery time, a guarantee to name but a few.

Imagine if you had two competing quotes and one glazier offered you a slightly lower price and the other was a bit more expensive BUT they guaranteed that they would be on time so you don’t have to take a day off work only for them not to show up (and if they were late then you would get a reduction in your bill). They also guarantee that they will arrive with a smile, be clean and tidy leaving your house as they left it AND they will guarantee their repair / work for a year. I don’t know about you but I would pay more for that kind of service and guarantees.

As well as resulting in you working harder rather than smarter, a discounted price can also have a negative impact on your brand – if you don’t value your services why should anyone else. Just look at Stella Artois’ old branding “Reassuringly expensive” to see the opposite impact on valuing your product can have on perceived quality.

The problem with making price your only differentiator is that there will always be someone who can do it cheaper. But the real question should be can they do it better? Have you reviewed your pricing lately?