A favourite client introduced me to this axiom. This was her response to my question, “Why do you use us as a resource when you know you could find cheaper alternatives?”

We have never been the cheapest game in town on vehicle graphics and we don’t based our prices on what our competition charges. We price our services based on what it is worth to put our focus, our experience and our effort to deliver a premium result in the hands of our clients.

Case in point; we received a call from a potential client that wants us to fix a “botched” job on a vehicle wrap. This is not the first time this has happened to us. A client asks us to quote. We lose the bid because a competitor comes in cheaper and then they come back and want it redone properly. Our quote doesn’t change, but we have to add on a fee to remove the inadequate previous job. That is when cheap gets expensive.

It means something else too when you are driving your mobile marketing message. The impression that vehicle makes is exactly the impression that is displayed to suggest your company either cares about quality or it doesn’t. If you don’t care about the impression you make to your customers before they engage your services; how can you expect them to think you care about the impression you have left after the job is done? Are we perfect? Nope. We have made mistakes but our clients can be confident that we will fix it and we will learn to ensure we don’t make the same mistake twice.

Anyone in this business knows what short cuts to take to save cost. How would you know if the inks used are UV resistant? How would you know that you can over-laminate vinyl with a film that will improve the UV resistance by a factor of five? Its not really up to you to know. It’s the responsibility of a value driven vendor to know that for you.

It all sounds like marketing mumbo jumbo, but the reality is that people want to confidently buy services. We all need to make resource decisions and we want to be assured we are making the right choice. We don’t knock on a lot of doors. Our sixteen years in the business brings us referrals based on satisfied clients being our best sales people.

So why am I telling you all this? To try to make you aware that value should be your primary driver; not cheapest price. Not just for vehicle graphics. For any purchase you make.

There it is. Short and sweet. Either that makes sense to you or it won’t.

Got questions? Feel free to contact us if you are in the Greater Toronto Area. Preferably west end. I am not the biggest fan of the 401. Have a great day!  www.gobpi.ca

Doing it right the first time.