Last week, someone said to me “What we’re getting is adequate.”
This *wasn’t* a phone call where someone was trying to get rid of me (I don’t cold call).
It was just a conversation about a product and service that someone was getting from a vendor – and in a market where quality varies widely.
Think about that for a minute. A customer’s expectations have been dulled to the point where quality – once they’ve reached whatever “acceptable” means – is no longer a consideration.
Some additional info:
- I know the vendor involved.
- I know this vendor is “only” average in that marketplace. Not bad, just…average.
- I know that the increase in cost from adequate to “kicks butt and takes names” in this market is pretty low.
Yet the customer is willing to settle, even though the difference in quality would benefit them both financially and otherwise.
If you run into these kinds of things, you have two choices: try to change their mind or move along and seek out those customers who have higher expectations.
Changing people’s minds is a tall mountain. You’ll have to judge the ROI of that effort for yourself. Until you have no choice, I suggest you start byÂ looking for customers who aren’t willing to settle. Be the vendor who thrills those customers. That’s where the fun and the money are.
When you run out of them, you can start changing minds.