Seth Godin: “In the long run, to be the cheapest is a refuge for people who don’t have the flair to design something worth paying for, who don’t have the guts to point to their product or their service and say, “this isn’t the cheapest, but it’s worth it.”
Pricing was always a dilemma in our business….in a very competitive market. At some point, our products….service….quality….reputation had to outweigh a low price.
Selling on price alone is not a successful long-term strategy. We had a low-price competitor a few miles up the road….and we lost some business to those folks. However, our name was more important than trying to get every sale. We backed up what we sold and offered products worth paying for.
That’ the right way to do business.