People don’t buy on price. It’s true … even though we often wrongly assume that price is all that matters. However, if we all bought on price we would all wear the same clothes (the cheapest), drive the same cars (the cheapest) eat toast for breakfast, lunch and dinner and never go out.
…and buy all of your print from Vistaprint!
There would be no need for more than one print company.
The fact is we buy something because we want it first and foremost, because it’s shiny and new or different or is high quality, is desireable and for a variety of other reasons that have nothing to do with price.
So why do so many printers spend so much time trying to offer the best service for the lowest price? It’s madness.
1. You’ll go bankrupt or even worse survive on very low income.
2. You’ll be worn out working twice as hard as the competition.
3. No one will appreciate your sacrifices.
4. People will perceive your product or service as low price and low quality even if you don’t want them to.
It is far better to say I’m not cheap, but I am the BEST.
That is exactly what we are saying here at Chichester Print.
Renowned art critic of the Victorian era, John Ruskin summed up this theory when he said:
“It’s unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money – that’s all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot – it can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better.”
So how can we help you be the best? Give me a call and let’s discuss your next project.
