The problem with the Porsche pecieved image...
#1
The problem with the Porsche pecieved image...
A man is with his wife in my furniture store today. I spend an hour going over things with them and giving them prices on the items they are interested in. They don't like the prices....oh well.
The man says to me "Whose little sports car is that out there?" ..... and he points to my Porsche which is at the end of the row in the parking lot.
Unabashedly I say "That's mine".
Then he gets on his high horse and says "That's the reason these prices are so high, so you can drive a car like that. We're paying for it."
Very calmly I say to him "You're paying for quality made furniture, my choice of car is of no consequence."
He's not giving up : "There's a direct correlation to that $ 100,000 Porsche and the price charged to us, that's my point. You can AFFORD to buy that car because of what you charge people like us."
I eyeball his throat and imagine my hands around it...but still calmly say "How many employees do you see when you come here? None. The reason I can buy a car like that is because I do all the work here myself, and I have worked 6 days a week for the past 28 years. That car is the cost equivalent of one full time employee and I CHOOSE to have a heavier work load in lieu of store help. Does that explain that for you?"
He grumbles but now I'm pissed off....
"There are always alternative stores for you to shop at. You should feel comfortable that you are getting value for your money no matter where you shop - and if you believe my store is too expensive there are several made-in China furniture stores that will be in your price point about 10 miles south of here."
He was all done then.....and I was done with them as customers as well.
The man says to me "Whose little sports car is that out there?" ..... and he points to my Porsche which is at the end of the row in the parking lot.
Unabashedly I say "That's mine".
Then he gets on his high horse and says "That's the reason these prices are so high, so you can drive a car like that. We're paying for it."
Very calmly I say to him "You're paying for quality made furniture, my choice of car is of no consequence."
He's not giving up : "There's a direct correlation to that $ 100,000 Porsche and the price charged to us, that's my point. You can AFFORD to buy that car because of what you charge people like us."
I eyeball his throat and imagine my hands around it...but still calmly say "How many employees do you see when you come here? None. The reason I can buy a car like that is because I do all the work here myself, and I have worked 6 days a week for the past 28 years. That car is the cost equivalent of one full time employee and I CHOOSE to have a heavier work load in lieu of store help. Does that explain that for you?"
He grumbles but now I'm pissed off....
"There are always alternative stores for you to shop at. You should feel comfortable that you are getting value for your money no matter where you shop - and if you believe my store is too expensive there are several made-in China furniture stores that will be in your price point about 10 miles south of here."
He was all done then.....and I was done with them as customers as well.
#5
There is clearly a problem with people who think that their money is paying for your luxuries
It sucks but perceptions are a reality and it's not just in your business it's extremely common in a whole bunch of situations
It sucks but perceptions are a reality and it's not just in your business it's extremely common in a whole bunch of situations
#7
It takes all kinds, and not everybody appreciates the same things. For example, I don't appreciate diamonds in the same way I do a nice car. I was glad to spend what it took to get a 991, but could not imagine spending $100+k on a diamond.
DrCollie, those folks were never going to be customers regardless of the type of car you drove, and are not worth losing sleep over. Clearly you have a successful business and there are plenty of people who do appreciate the value of the quality furniture you sell.
DrCollie, those folks were never going to be customers regardless of the type of car you drove, and are not worth losing sleep over. Clearly you have a successful business and there are plenty of people who do appreciate the value of the quality furniture you sell.
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#8
It takes all kinds, and not everybody appreciates the same things. For example, I don't appreciate diamonds in the same way I do a nice car. I was glad to spend what it took to get a 991, but could not imagine spending $100+k on a diamond. DrCollie, those folks were never going to be customers regardless of the type of car you drove, and are not worth losing sleep over. Clearly you have a successful business and there are plenty of people who do appreciate the value of the quality furniture you sell.
I'm not convinced
#9
I too run my own business and once in a while a potential client or a client thinks they can raise their voice at me and make unreasonable requests and complain about a variety of things. On several occasions I've reminded them that I simply choose not to tolerate that and tell them very kindly that unless they stop immediately they will simply never do business with me again. I remind them that I've run a successful business without them for several decades and will continue to do so. Not all business is good business. Hopefully they didn't waste too much of your valuable time.
#10
Seems like you missed a chance to explain how you thought the 911was too expensive, when you were buying it , but you decided that the higher price was worth it for the quality, and how you are happier in the long run ; )
#12
Now what I SHOULD have said (according to one of my pals who has a 991 as well) is:
"Actually I just lowered my prices since I sold my Aston Martin!"
<laughing> and I did just get out of my Aston back in March.....
"Actually I just lowered my prices since I sold my Aston Martin!"
<laughing> and I did just get out of my Aston back in March.....