Do you want your customers to feel like they got a bargain? Or do you want them to feel like your product was worth the price?
We’ve been to Disney twice since having children. It’s expensive. But everything is done so well, we feel like it’s worth the money. Service is impeccable. The attention to detail is stellar. Bathrooms are clean. The rooms are nice, even the lower priced ones.
We know that we’re paying a lot for a bottle of water there. But the experience is so unique and high quality, we do it. When asked about our trip, we say it’s expensive but worth it.
We’ve also been to Chuck E. Cheese. The food is bad. The service is mediocre. But the games are cheap. Most take one token, so $10 buys your kids a lot of games. The prizes are garbage, but you don’t spend a lot to go there. So when your prize breaks in your hand on the drive home (truth), you know you got what you paid for.
Which kind of work do you do? Do people come to you because you deliver outstanding results that are worth what they pay? Or do they accept passable results because of a low price?
This applies to businesses, non-profits and municipalities or public schools. Businesses need customers. Non-profits need donors. Towns and schools need the community to pass the budget, paying for the services they receive.
If you strive to deliver excellence, and you charge for it, you’re much more likely to deliver quality than if you strive to be the bargain. Once you see your offering as a bargain, you lose the right perspective on treating your customers like they matter.
I would rather be the one delivering high quality, at the price it deserves, than the one delivering something pedestrian just because I’m the cheaper option.