As a consumer, making the right choice can be arduous…
Let’s explore the above options for a moment through the medium of this pitch.
Hello there valued customer. Our business offers three different service propositions – good, cheap, and fast – but here’s the catch -you can only choose two out of the three, after all, you can’t have everything, right?
1. Good and cheap isn’t fast
If you choose our good and cheap option, we’ll give you everything you want at a reduced price, but rest assure, we won’t be abiding by your time frames. In fact, once we’ve taken care of our premium paying clients, we’ll make a little time for you and your needs.
2. Good and fast isn’t cheap
Do you want to take advantage of our good and fast service? Excellent! We’ll put all of our other projects on the back burner; we’ll cancel meetings and break appointments – we’ll even work around the clock to make sure we get your job done. But there is one small catch – it’ll cost you a pretty penny.
3. Cheap and fast isn’t good
If you want your job done quick and cheap, we’ll make sure it’s delivered on time, but we can’t guarantee it’ll be something you’ll be proud of or satisfied with the end product. No sir.
For the record, the cheap & fast proposition is the one which makes me cringe; however, it’s the trap in which many businesses fall into, the notion of making decisions based solely on cutting costs – or in other words, false economy.
Now, having looked at these three commercial approaches, it’s plain to see that if you shop based on price alone, you’ll most likely end up sacrificing quality, punctuality – or both.
But, here’s the conundrum:
It doesn’t matter what a customer says, when they’re looking for a service or product, they want quality.
Fast and cheap may well be a popular option for the average consumer. But, if they approach and you tell them in no uncertain terms that you’ll have to sacrifice quality to offer them a ‘fast and cheap’ service, you’ll be somewhat of a hero – well that’s until you deliver. Then, they’ll unequivocally tell you they were seeking quality.
As Howard Newton puts it…
“People forget how fast you did a job – but they remember how well you did it.”
Sometimes, it’s possible to cut out key features, providing you focus on the quality of the features you’ve promised to deliver, but only to a point.
Customers aren’t going to be satisfied unless you do your utmost to meet their expectations, even if what they’ve asked for is completely contradictory to the initial brief or contract.
You can, in a frank fashion, tell a client that you’ll eliminate the unnecessary extras to offer them something fast and cheap and they’ll happily oblige. But, when it comes to crunch time, they’ll tell you that that were hoping for the extras, or that they will expect them shortly.
As a result, your client may be slightly disappointed with what you’ve delivered, or worse, they may be vocally disappointed – demanding excluded features free of charge while complaining about your work.
Every experience is a learning curve, and you’ll know which features to insist on including in your service, even if your client says they can live without them.
If you shop on price alone, you’re likely to take a hit on quality and time and punctuality of delivery. But, if you shop for value, you’ll reap the benefits of quality work that is delivered promptly for the right price.