The Price, Cost Value Relationship

If I were to ask a room full of 1000 salespeople (I have done it) what is the number one thing consumers want today, what do you think their answer would be? You guessed it - Lower Price. And second? Quality? Right again, and third? Service. Bingo. Now, let's switch scenes for a moment. I now have a thousand consumers or business buyers in my audience, and I ask them the same question. What do you think my answers would be?

Price

Let me give you the most frequent answers I get from this group. 1- Service 2- Quality 3- Lower Price. Well, folks, we seem to have a perceptual difference in what people want and what they tell salespeople they want. How can you account for that difference?

This article is about Price

I believe it is for the following reason. It is a matter of definition.

Price is defined as what we pay for something. We write a check, use cash or a credit card, and our account is debited.

Cost is what we pay for what we have bought over time. In other words, buy a cheap car and you will have bigger service bills and inconvenience. You have a higher cost over time than the lower price you paid.

What do most consumers say they want - in your opinion? Yes, low price. But, what do you think they really want? Yes again, low cost. Therefore, it seems to me, we only need to question prospects better on what they really want and define for them in terms of our product or service the difference. What we are talking about here is value to the customer. And value is always 'perceived' value. Every prospect interprets value in his own terms. Our job in selling is not to always lower the price (when that is often not the real issue), but try to better understand what the perceived value is for each prospect.

The only way to accomplish this is through constant and professional probing questions and then positioning your product or service appropriately in the mind of the prospect.

People don't want cheap. They want value. People don't really want things that rust, break, are inconvenient or difficult to understand. They want life to be easier, less complicated, less stressful, happier and more fun. Show them how your product or service can do all of these, and I guarantee price will never be an issue.

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Are Amish Fireplaces and Quartz Infrared Heaters Worth the High Price?

Basically, when it comes to auxiliary heating your home, there are two types of electric fireplace units available. One is a convection heater and the other is quartz infrared. The convection heater is like the ones that people have been using for years, while the quartz infrared is the latest in heating technology. Both types are available on the market, and both have their pros and cons. This article is going to explore both types of heating units as well as their cost-effectiveness.

Price

Convection heaters, such as those employed as part of Amish fireplaces, use fans to push air across either metal coils or ceramic heating elements, both of which use electricity to operate. These units can be preset to the desired temperature, and then air at that temperature will be circulated in the room. People tend to think that if they buy anything that says Amish they're getting top quality. In furniture they may be right; however, in an Amish fireplace, this isn't the case. The convection heaters used inside the fireplaces are produced in China.

This article is about Price

While some of the Amish fireplaces are housed in beautiful, Amish-made frames and mantels utilizing lovely hardwoods, others are nothing but wood veneer. You'll find that these heaters work no better than any other electric heater, even though they cost substantially more. They're pretty to look at and portable to move around the house, but basically they aren't worth the cost in the amount of heat they produce.

Heaters that use the newer, quartz infrared technology, such as the EdenPure, are able to heat rooms that range from 300 to 1,000 square feet and offer 2,300 to 5,000 BTUs. All of these heaters are equipped with thermostats, and some even have remote controls for ease of operation. Although the company claims that their units produce more heat for less money, these heaters are not proving to be worth the high costs. They are also quite difficult to operate with the temperature controls being deemed non-user-friendly. When compared to other models by Consumer Reports, this heater received a rating that placed it next to last.

Although many homes need auxiliary heating sources to keep them comfortable during the winter months, Amish fireplaces and quartz-infrared units aren't really the best solution. They are expensive to purchase, and their heaters don't work any better than those less-expensive models you can buy at discount stores. The only real advantage to either type of heater is the fact that they will look nicer in your home than regular space heaters do.

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