My wife and I were recently selecting photos of the kids to print at a very high-end studio. At a certain (very high) purchase level, you get a break on the price of the digital photos. My wife wanted 10, and even at the reduced price each digital file was $150. On top of the thousands we were spending on the prints.
After selecting a variety of prints and sizes, both for ourselves and others, we were a few dollars short of the amount needed to get the break on the digital files. The studio’s owner insisted we reach exactly the number. Up to this point, we had a pleasant, lovely experience with her. We were prepared to send friends and visit again for future sittings.
She wouldn’t budge. We needed to order yet another $250-$600 print to make up the $60 we were short. This struck me strongly as short-sighted and unreasonable. I explained to her what was at stake: Thousands of dollars of future business, from us and people we know. There was no understanding.
And so, we bought the extra print. And the digital files my wife wanted. And nothing more. Ever. This entrepreneur flushed away our good will, our excitement in dealing with her (which she’d worked hard at creating), our future business, our testimonial which I would have given happily, and all of the referrals we would have sent. For $70.
I’m not saying you should lower your prices. In fact, I teach clients to regularly raise prices by small amounts. But I am saying you should be reasonable with your customers. Be gracious. Be kind. Be accommodating. Surprise them. Repeatedly if possible.
Because there is much more in your mutual futures than the few extra dollars to be made on this sale.
The Evangelist Marketing Institute is a revenue growth consultancy specializing in aggressive sales growth for closely-held companies. If you’d like to discuss growing your business quickly and easily, please call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com
Alex teaches these concepts in keynote speeches and workshops about 50 times per year. It’s perfect, practical, energizing. motivating material for association events and sales meetings. You can get more information here or call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com