Sign & Digital Graphics

December '17

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24 • December 2017 • S I G N & D I G I T A L G R A P H I C S for $100 and he responds with, "I can get it for ninety-eight bucks." What he doesn't tell you is that he'd have to order a gross to get that price, when you're will- ing to sell him one for $100. Or, the $98 price doesn't include delivery and your price does. When dealing with less-than-forth- right customers, stand firm on your price. Remember, if a customer is still stand- ing there five minutes after he's declared your price is $2 too high, doesn't that mean he thinks very little of the value of his own time? Occasionally, a customer will present an advertisement or written quote from another vendor stating a price lower than yours, and will ask if you are will- ing to beat the competitor's offer. Don't be fooled by this ploy. It's better than even money the item in question is out of stock. Therefore, the customer can't buy the same stuff cheaper, because it's not available. Here's one of the oldest sales jokes in the book: A man dressed in golf attire rushes into the pro shop and asks for a sleeve of Titleist Pro V1x golf balls. "That will be eighteen dollars." "What? They're only twelve bucks a sleeve down the street!" "So why didn't you buy them there?" "Well, because they were out of them." "Well shucks, you should come back when we're out of them. We only charge six dollars a sleeve." "Wow. That's a great price. When are you going to be out of them?" When you have the foresight to stock an adequate supply of product available "in a pinch," you deserve to charge and receive a premium price since you make shopping with your company a conve- nience, if nothing else. The Most Common Condition The last condition—because it's not the same stuff—happens to be the most frequent reason why a customer will attempt to get you to lower your price. It doesn't cost a customer a dime to try and tell you a banner with a four-color- process graphic on a durable media should cost the same as an inexpensive, one-color banner on cheap stock. To the uneducated, a banner is a banner is a banner. And herein lies the usual cause of a customer telling you he can get the same stuff cheaper elsewhere, when it is nowhere close to being the same stuff. Accept the fact that only those who buy a lot of something will appreciate the subtle differences, one from another. On April 23, 1985, the Coca-Cola Company launched the new taste of Coke so as to be more similar to the taste of its rival Pepsi-Cola. To non-cola drinkers, this was insignificant. To die-hard Coke lovers, it was the end of the world as they knew it. Tens of thousands of angry Coke fans felt cheated and betrayed. They even filed a class-action lawsuit to bring back the original formula. And they won... easily. What's more, true Coke lovers contend—correctly, I might add—that Coke from a can is not the same as bot- tled Coke, nor the same as Coke from a fountain dispenser. They know and appreciate the differences. There is little chance that what you produce and sell is exactly the same as something a competitor is offering. Take stock that the quality of your signs and digital graphics, your attention to detail, the customer service you render and your consistently on-time-delivery record is unmatched anywhere in the world... let alone right down the street! By now, I hope you've come to know that your reaction to a customer with "the-same-stuff-cheaper" argument should be about the same regardless of the underlying condition. You must tactfully educate your customers on how your products and services will delight them and satisfy their needs better than your competitors' products and services. Show them that you appreciate their business and that you will do your best to earn their trust each and every time they select your company. Most important, stand firm on your price. You're worth every penny of it. Good luck and good selling! SDG Make it Your Business C O N T I N U E D Product Highlights Creative. Confident. Resilient. That's True Grit and our inspiration behind four new colors full of character and pure energy, with a golden metallic effect. Visit graphics.averydennison.com/swf #ADTrueGrit Avery Dennison ® Supreme Wrapping Film ™ Gloss Metallics © 2017 Avery Dennison Corporation. All rights reserved Get Empowered Find freedom in functionality Inspire your Business • Laser safety class 2 • Work areas up to 87 x 126 in. • Process 78 in./sec. • Laser power up to 400 watts w w w.engraving - supplies.c om w w w.trotec laser.c om

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