Remember when I wrote about my gun a few weeks ago?
And how the story of how (and why) I bought my gun illustrated the folly of selling on price? And how many people will often NOT buy something cheap at all (no matter what the quality)?
Well, guess what?
I just thought of another example of this.
Check this out:
While on my road trip last month, we stopped in St. George, Utah where we briefly lived a couple years ago. While there we figured we’d say hello to everyone we knew.
And the FIRST place we went was a place called “Don Pedros.”
Why?
Because dang if they don’t have the BEST Mexican food I’ve ever eaten. And in the two years since leaving St. George, we had practically dreamt about eating there again someday.
I kid you not, either.
The food is THAT good.
And price was definitely NOT an issue.
We were even saying how they could have charged us $100 for our take-out and we wouldn’t have cared (hey, we’re suckers for Mexican food).
Again, not everyone is looking for “cheap.”
What?
You want another example?
OK, how about these apples:
We have approximately 3 gas stations in town. And yet, the busiest (the only one we even want to go to anymore) is easily the most EXPENSIVE.
Even with last year’s sky high gas prices it seemed busiest.
What’s their secret?
Well, I can only speculate.
But in addition to them pumping your gas (which is state law), they also check your tire pressure and oil level, top off your fluids, clean your windshield and even wipe down your side mirrors.
All while sitting in your car breathing the ocean air.
Remember, this is gasoline we’re talking about. The one product where people brag about driving 20 miles out of the way to save 2 cents per gallon on (often bad quality) gas.
So again, the message is clear:
Not everyone buys on price.
Not everyone wants “cheap.”
And if you simply target lovers of quality and convenience, price will almost never matter.
In fact, a high price may even work in your favor.
Ben Settle
P.S. For 101 easy, ethical and reliable ways to sell your product or service (no matter how expensive), hop on over to:
