So you want to buy a genuine Rolex™ watch for ten dollars? I don’t think so!
As part of our growing up process we learn to think cheap = nasty and expensive = quality. It may not be true but that's what we learn to associate with those words. And if that's what's in your customer's mind you'd better not forget: Perception is Reality!
Does your price reflect your quality and credibility?
There’s a lovely saying attributed to the Gucci family:
Quality is remembered long after the price is forgotten.
© 2006, Jane Francis is the author of "Price Yourself Right”. You can buy the book here.
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