| Has this ever happened to you? You've just found a | | | | of relief and thank the powers above that it worked. |
| stain on your favorite dress; the one that has | | | | Gee, wouldn't it have been nice if the manufacturer |
| everyone using words like "drop-dead gorgeous" | | | | had actually gotten the credit? |
| when describing how you look. Or, for men, it's the | | | | Seriously, is this the kind of experience you want |
| power suit you wear whenever you're getting ready | | | | your customers to have - one that's plagued by |
| to close a big sale. Either way, you're at risk of losing | | | | doubt, fear and anxiety? Is this the kind of |
| the image that's so vital to you. | | | | experience that's going to keep them coming back |
| As you're bemoaning your loss, you hear an ad that | | | | again and again? Will it make them want to sing your |
| claims that it's stain remover: | | | | praises? Or will their stories of you be littered with |
| - Removes stains that other stain removers can't get | | | | pain and anguish? |
| out | | | | Here's another classic example. You walk into an auto |
| - Is gentle on all fabrics, so much so that it doesn't | | | | dealer's showroom and find just the right car. As you |
| shorten the garment's life | | | | were making your decision the salesperson touted |
| - Is green - it produces no toxic waste | | | | the classic look, sporty feel and luxurious comfort - |
| You've heard all of this before and always been | | | | not to mention the incredibly great mileage the car |
| disappointed to find that the claims were unfounded. | | | | gets. You sit down to discuss price. You tender an |
| Still, if you don't do something you're not going to be | | | | offer. Of course it's unacceptable. He takes it to the |
| able to wear the outfit again. | | | | sales manager and returns with a counter-offer. On |
| You do a little research and find that the claims made | | | | and on the process goes until you finally settle on a |
| about this new stain remover have all been | | | | price. |
| substantiated by independent testing labs with stellar | | | | What's the one question on your mind as you leave |
| reputations for fair and honest appraisal of the | | | | the showroom? "I wonder if I got a good deal?" |
| products it tests. Maybe there's hope yet! | | | | Why are you wondering that? Because the car didn't |
| Off to the store you go, encouraged by the | | | | change, but the price did. Again, we have an example |
| possibility of saving your favorite outfit. You find the | | | | of price and sales pitch not meshing. |
| stain remover on the shelf and, much to your | | | | So what's the message here? If you want loyal |
| surprise, find that it's actually cheaper than the | | | | customers, make sure that your price supports your |
| competing brands. Quickly, what are you thinking? | | | | marketing and sales claims. Customer loyalty hinges |
| Does the Hallelujah chorus come to mind? Or are you | | | | on a number of factors. Customers must feel good |
| wondering whether the product is as good as | | | | about their purchase. Feeling good means feeling |
| touted? Is this another example of advertising hype? | | | | confident about the choice they made. Confidence in |
| But wait, the testing labs all supported the product's | | | | their choices comes from knowing that they made |
| claims! Hmm, I wonder if the testing labs aren't as | | | | an informed decision. Where did that knowledge |
| independent as I thought? | | | | come from? To a great degree, it stems from the |
| These are the kinds of doubts that we experience | | | | fact that the price matched the marketing claims. |
| every time there is a disconnect between the | | | | This concept works regardless of the level of quality |
| marketing message we're hearing and the price we're | | | | or service the buyer desires. If you're looking for |
| seeing. In essence, when your price doesn't support | | | | disposable plates for a child's birthday party, a |
| your marketing claims, you're asking the buyer to | | | | one-time-use product for people who could car less |
| choose which to believe - the marketing message or | | | | about aesthetics, you may go to one of the dollar |
| the price. When faced with this choice, which do you | | | | stores. The price matches the quality. You know that |
| believe? | | | | you're not getting much quality, but you're paying an |
| Typically we, as buyers, believe the price. Why? | | | | extremely low price as well. |
| Because anyone can claim anything. We learn that at | | | | On the flip side of the coin, if you're looking for a |
| an early age and our skepticism grows as we grow | | | | high quality item with image enhancement capabilities, |
| older. That's why we're skeptical of advertising claims | | | | the price better reflect both or you're likely to pass |
| and more trusting of the price we're seeing. | | | | on the item. Why? If the situation calls for high |
| Let's continue with our example. Despite the doubts | | | | quality and that quality is going to reflect on you, you |
| you're experiencing you decide to buy the stain | | | | don't want any doubts about the purchase. You'll go |
| remover. Why? You don't have a choice. You know | | | | to an alternative that has a more congruent |
| that the other products you've tried don't work. This | | | | marketing/price message. |
| is your one shot at salvaging the look you treasure. | | | | Stop confusing the market! Make sure that your |
| You're earlier excitement has turned to doubt and | | | | pricing supports your marketing claims. You'll enjoy |
| anxiety. Yet you return home with the stain remover | | | | greater revenues, higher margins and greater |
| and, after several tests on old clothes, you apply it | | | | customer loyalty. |
| to your favorite outfit. It works! You breathe a sigh | | | | |