People never buy on price alone

I am of the opinion that nobody buys on price. Nobody. Period. So, you may ask, "What about the people who buy from Costco?" Well, not everything there is the lowest price. Some buy because of the return. Everyone buys because of the perceived value that the cost provides.

Okay, you may ask, "What about all the people buying a Hubble Home?" or "What about those that are willing to buy a Scion?"

What this really boils down to is the value that the customer sees in a product. The customer may say, "For what I am getting, I am only willing to pay a certain amount." In the case of a Hubble Home, the buyer is saying that he wants the most square footage for the money... not the lowest cost home.

For the person buying the Scion, he is saying, "I think the car is pretty cool and I can get a pretty cool car for the cost."

Me, personally, I would never buy a Hubble Home. I would never buy a Scion. People want a certain experience in life. They want to live a certain way. If the way they want to live is the lowest cost alternative then they will choose to buy those products.

All things being equal, people will choose the lowest cost. The fact is, not all things are equal... ever. Never ever equal. The customer may not realize this, however... and that is a failing of the selling organization. A good sales person's or a good marketer's job is to help his customers understand his value. As a consultant, my job is to prove why it is that I am going to be more expensive. I am going to be more expensive for a reason. If you are willing to pay for that experience, I am the right person for you to buy from. If you are not willing to pay for that experience, then feel free to go and buy elsewhere. The experience that your customers are looking for has to match what they want... not what you want.

Bottom line. No one ever buys based on price... even if that is what they say. There is always something more to it. Period.