Everybody loves a bargain! One of my favorite companies is
Benchmade knife company. Their knives are ridiculously
expensive, but even in this tough economy, the company is
growing like crazy!
The company outsources and licenses most of their designs,
and most of their knives are commodity "pocket knives," the
kind you can pick up at Walmart for a few dollars. Except
their knives cost much, much more, up to ten times more. How
do they do it?
The owners are Les and Roberta De Asis and from day one,
their commitment to quality has been absolute. They use the
best steels for their blades, and the best composites and
other materials for the handles. Even the "pivot" hinges in
their knives are typically made with phosphorous bearings.
And they guarantee every knife for life, repairing and
sharpening the customer's knife forever if anything goes
wrong.
So, which is the better "bargain?" A knife that costs $20
and lasts a few months, or one that costs $200 and lasts a
lifetime under the most difficult conditions? Apparently,
their customers are agreed about that.
In general, you never want to sell based on the lowest
price. Whenever possible, focus your sales on the unique
benefits and features you bring to the marketplace. Whether
your unique contribution is better steel, or faster
delivery, focus on what sets you apart.
In the end, no one can compete with you based on your unique
and unassailable strengths. Figure out what makes you and
your products absolutely unique, and sell that! It makes all
the difference in the world.
Benchmade knife company. Their knives are ridiculously
expensive, but even in this tough economy, the company is
growing like crazy!
The company outsources and licenses most of their designs,
and most of their knives are commodity "pocket knives," the
kind you can pick up at Walmart for a few dollars. Except
their knives cost much, much more, up to ten times more. How
do they do it?
The owners are Les and Roberta De Asis and from day one,
their commitment to quality has been absolute. They use the
best steels for their blades, and the best composites and
other materials for the handles. Even the "pivot" hinges in
their knives are typically made with phosphorous bearings.
And they guarantee every knife for life, repairing and
sharpening the customer's knife forever if anything goes
wrong.
So, which is the better "bargain?" A knife that costs $20
and lasts a few months, or one that costs $200 and lasts a
lifetime under the most difficult conditions? Apparently,
their customers are agreed about that.
In general, you never want to sell based on the lowest
price. Whenever possible, focus your sales on the unique
benefits and features you bring to the marketplace. Whether
your unique contribution is better steel, or faster
delivery, focus on what sets you apart.
In the end, no one can compete with you based on your unique
and unassailable strengths. Figure out what makes you and
your products absolutely unique, and sell that! It makes all
the difference in the world.
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