For decades, my “go-to-guy” for glasses is Randy Kramer. We've been friends since college and he's the owner of the very successful Superior Optical. My family and I rely upon Randy and his talented staff, for their expertise, counsel and incredible selection.
I trust Randy. Which is why I simply drop off or send him a prescription and he picks the frames, not me. And he always selects the right pair. However, Randy knows, he’ll never make me sunglasses. How come?
While I love spending money on quality, sunglasses are expensive sources of devastation and despair. Folks are heartbroken when they’re scratched, cracked, broken, stepped on, sat on or lost.
To Randy's amusement and consternation, I never experience this disappointment. For he knows my sources of sunshine protection are big retailers with their spinning carousels of shades within my desired “investment range” of $9.95 to $14.95.
Although I'll confess, once, while at the airport in Mexico City, our kids found me a UV winner at $19.95 USD!
When my sunglasses break, to me, it's a no biggie, who cares moment.
A few weeks ago, while in San Diego for speaking engagements, my “expensive” pair of sunglasses, kind of just fell apart. (Last time I buy 'em at a carwash!)
Luckily, close to my hotel, was a big hardware store. As I entered, just off to the left, within 20 feet of the doorway, I immediately spotted my always reliable, trusty spinning carousel. Hmmm. A limited selection. Too many rhinestones. Neon colors. Too few pairs for men.
But then, I was drawn to these beauties. They were an oasis of style, fashion and cheapness. Perfect, I'll take 'em!
So I know you're wondering, "Jeff, how much?"
Including tax, they were:
- A. $.95
- B. $10.45
- C. $15.39
- D. $19.97
The correct answer is A! Yep, I know, impressive. Although, something strange tells me, when these babies break, I'll be devastated!
Now, despite my frugality when it comes to sunglasses, if you’re a regular reader, you know I fervently embrace the "value" of value.
So let's review, something I've stressed to you before: Today's buyers don't simply want a product or a service, they want you. And they expect you to be a consultant. A strategic adviser. A partner. Partners are invaluable. Vendors are expendable.
Don't peddle products and services. Instead, deliver results and value. And know two crucial things about value:
- First, always deliver more in perceived value than you take in actual cash value.
- And second, realize, in the absence of a value barometer, your relationship is reduced to a price eliminator.
For years, I've had a card called "Values" written by John Ruskin. It says: "It's unwise to pay too much, but it's unwise to pay too little. When you pay too much you lose a little money, that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing you bought it to do.
The 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's well to add something for the risk you run. And if you do that, you will have enough to pay for something better."
Jeff Blackman is a Hall of Fame speaker, author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, contact Jeff at 847-998-0688 or firstname.lastname@example.org. And visit jeffblackman.com to learn more about his other business-growth tools and to subscribe to Jeff’s free e-letter, The Results Report. Jeff’s books include “Stop Whining! Start Selling!” (an Amazon Bestseller) and the revised 4th edition of the best-selling “Peak Your Profits.” You can also stay connected with Jeff via Facebook, LinkedIn and Twitter: @BlackmanResults.