Most everyone will have you believe that today’s consumers are looking for the cheapest price, in their search for securing the best bang for the buck. As many parts of the World are still struggling through an economic recession, budgets are squeezed tight and when many low price option stores are flourishing it seems rational to believe.
I would argue that value vs. price still has a place in this market and is one of the keys to economic recovery. Everyone understands “You get what you pay for” but in the race for market supremacy, price leader mentality has been driven home as the rational purchase determinator. However, if all we ever sell is cheap price, quality will disappear in order for companies to remain in business. So the question to ask yourself is “Are you scrimping in areas which will cost you more in the long run ”?
People recognize the value and know the worth of difference when deciding on a car for instance; all cars have four wheels and get you from point A to point B so why do some cost three and four times as much as others and why do people buy them? They buy the value and perceived benefits vs the price. Let’s think about a staple in North America like coffee; many of the price leaders are loosing market share to gourmet coffee houses and their subsequent brand; why? Because a higher value is placed on the experience and taste vs. price. What about cleaning and health products? Do we scrimp when it comes to the health and welfare of our family?
At CSP Internationl, we pride ourselves on the quality of our products and services. Over the last six years we have focused our marketing strategy on differentiation, and superior product/delivery – not on positioning ourselves at the lowest price. Although other staging training competitors battle for cost leadership, we stand firmly behind our position of upholding our training standards and growing the industry with quality educated professionals. We are successful because we know what we offer provides a higher return for the staging professionals’ investments.
Enduring an economic downturn will make almost any shopper scope out a bargain. Television and print media coupled with the onslaught of group coupon marketing mania are making shopping cheaply a highly acceptable practice. But when consumers focus on price rather than value, they miss out on experiencing a product or service that is a step above the rest. They don’t get to enjoy the differentiating factors which provide a more satisfying result. We have all I am sure, realized the impact of the “Second price tag” when buying a low priced bargain option led to disappointment and frustration when we found the parts to sustain it were cost prohibitive or it didn’t live up to our expectations. Warren Buffet said “Price is what you pay; value is what you get” and starting a business in any industry is tough; but starting out with the lowest price education puts you in a precarious situation because you don’t know what you don’t know. Struggling and sustaining your business with out vital best practices makes success almost impossible. What I’m encouraging you to evaluate is value over lower price when it comes to investing in your own future.
I would easily make a fortune if I took what I know about home staging, and sold my knowledge online. I don’t do that because I believe in the value of a hands-on experience by a successful, proven in the field instructor, who is held accountable for results. When you review home staging training companies to harness your dream to.. be careful NOT to simply choose the most cheaply priced look for the qualities you deserve, measure results and service to the industry, then refuse to participate in the race to the bottom.
