I received a call this afternoon asking if we matched price. Prior to answering I asked what the customer needed repaired, then proceeded to explain how we would do the requested repair and why. At that point I asked what he was quoted. The customer told me the prices quoted and what the quoting shop’s repair would entail. I wasn’t surprised that our price was higher; turns out that our repair would be more entailed. Also, the quoted shop’s work described by the customer may have been a solution, but it definitely was not the correct way to perform repair the customer needed!
As the current economic climate drags on, questions about my prices more and more routine. This is very understandable given the circumstances. But customers still have to understand that, as the expression goes, ‘they will get what they pay for!’ Customers have become aware of the many cell phone repair shops and individuals offering dirt cheap repairs, often advertising in places like Craig’s List. These customers then come into my shop (recommended because of my reputation or repeat business) and they are surprised, in many cases, by what I charge.
Once I explain the basis for my prices – quality of the parts used, extra diligence to correctly diagnose and repair, post repair testing to ensure accuracy and completeness of the repair, the warranty I provide to back up my work, etc – most understand the value added beyond what the discount repairers provide. Unfortunately many do not. And I often see these same doubting customers back several weeks later with the same issue (or even new ones) after their attempt to save a few dollars has failed, ending up costing them more! Sadly, in some cases the low quality, poor and/or incorrect repair has left their phone un-repairable.
There is no doubt about the key role price plays in any purchase decision; it is not new to this economic climate, just more pronounced. But, as has always been, relying on price as the MAIN, if not the ONLY factor, is not necessarily smart. Make sure when you spend your money, you are getting your money’s worth. Take into account WHAT you are getting when comparing prices, not just the price.
And what happened with the customer in the opening paragraph? After much consideration he chose us to diagnose and complete his phone repair at our quality level. Did we match the price? No.
Is there any occasion when I will price match? If the service offered matches my service in terms of scope, thoroughness, quality of parts used, time frame, testing, and warranty, AND the price to be matched is reasonable for the work to be done, the answer is yes.
