The race to the bottom is unforgiving and relentless.
I ordered some straw hats for a small party. The shipper sent them in a plastic bag, with no box, because it was cheaper. Of course, they were crushed and worthless.
I wrote a note to the company’s customer service address, but they merely sent an autoreply, because it was cheaper.
And they don’t answer the phone… you guessed it, because it’s cheaper.
Of course, you have competition. But the big companies that are winning the price war aren’t winning because they’ve eliminated customer service and common sense. They’re winning because of significant advances in scale and process, advances that aren’t available to you.
Organizations panic in the face of the floor falling out from under their price foundation, and they often respond by becoming a shell of their former selves. Once you decide to become a cheap commodity, all of the choices you made to be a non-commodity fall victim to your pursuit of cheap.
Cheap is the last refuge for the marketer who can’t figure out how to be better.
The alternative is to choose to be worth it, remarkable, reliable, a good neighbor, a worthy citizen, leading edge, comfortable, trusted, funny, easy, cutting edge or just about anything except, “the cheapest at any cost.”• Email to a friend •
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