Do you respond to customer who tell you you’re expensive?

[David McDonald]

Hi Warren

It depends on the value of the enquiry – in your scenario then do nothing, move on to another enquiry and don’t lose any sleep.

We tell people we are not the cheapest sign maker in the land up front – as the cheapest can likely only offer poorer service and quality (we make it clear we aren’t the most expensive though!)

We explain we only ever use good quality materials, with quality standards for printing, manufacturing, and installation. Further that our prices aren’t arbitrary and there is always a reason to explain why something might be cheaper – usually some type of compromise that they are possibly unknowingly making in selecting the cheaper option. Most customers appreciate this if explained in an informative (not defensive) way. We are just giving them an informed choice.

Cheers
Macky

[Hugh Potter]

Up until recently – a few months ago perhaps, I would usually specify the materials we use (in laymans terms) and that we do that in order to give the best service we can. If they mention ebay I ask them to get a specific quote for the job and let me see it, then I can quote like for likie but, in all probability that I can’t / won’t compete with beer money ebay sellers who uses any cheap 7yr vinyl in the thinking that their 7yr is better than my branded 4-5yr etc.

if it’s in an email I’ll waste a couple of minutes explaining it, if they’re in my face I’ll just show them some samples of good and cheap vinyl – the latter only not binned to show the difference, and tell them to have a think about it if they don’t want to chose now.

Now?
I think I’ve been giving people too much info and just confusing them with basic science. I simply give a price now, give a very brief outline of the materials being used and why, then leave it, one follow up email a week later if I hear nothing, otherwise I just don’t waste my time now.

if they mention cheaper on the net, I simply tell them that I don’t use materials that cheap as the end results are generally of a poor quality that satisfy neither myself or them.

personally I’ve got too little space as it is, I’m not filling up any more space with any more materials that I don’t want to sell!

[Martin Pearson]

I think to a lot of people vinyl is just sticky back plastic full stop & if you are charging more for it than the guy up the road then you are just expensive, Trying to explain the difference between different types of vinyl doesn’t mean that much to a lot of people although I do try & explain. I don’t tend to spend a lot of time on them now to be honest, if they are just looking for cheap then you know they will get multiple quotes everytime they need a job doing & I don’t want customers like that.
Sometimes I will spin it round on them especially if it is a company that I know is not the cheapest in their industry. Once you start talking about service & quality in any industry you find that all of a sudden they are agreeing with you.

[Warren Beard]

cheers guys, in perticular I’m just talking about those half wit chancers, if it’s a decent enquiry and a genuine looking business I’ll give them all the time in the day but I’m talking about those dodge ones who waste a hour or 2 of your time and then tell you they can get it cheaper elsewhere and you know you’ve already done a really really good price. I always WANT to reply with a full on explanation but then after a deep breath and a few choice words to myself I take the high road and just ignore them and move on but I so want to give them a piece of my mind :lol1:

[Mo Gillis-Coates]

Just my humble opinion, but having based my business on my sales ability rather than my skill as a sign maker I value every inquiry and see it as a "HOT" sales lead. If someone makes an inquiry, he is definitely going to spend money somewhere, either with you or someone else.

Now how I work that lead depends on my current circumstances, the likelihood of future business and my relationship with the customer.

For example, I spent 2 hours talking to a customer only for him to buy £15 worth of cut vinyl. However because I had an informal chat with him before (something I call a fact find) I was able to determine the potential for future business. As it happens he was a auto sport technology business and works in the Scandinavian rally sport area. He has since ordered lots of custom graphic sets for rally cars, so my two hour chat was worth several thousand pounds of turnover.

My point is, establish the potential for future business, how well you can relate to the customer, whether you need work or not right at that moment in time, and then decide how you will value the work and see if you can meet in the middle on price for a better quality job after showing him the pitfalls of "buying cheap". But firstly and most definitely determine whether the customer is worth spending the time on. You would be quite surprised at what you may find out.

Alternatively, find out his budget and show him what you can do to meet his needs and finances. He’s going to spend, it depends on whether you want his money, what you will do for his money and how far you are prepared to go to get his money….

I founded my business on this philosophy.

"The man who tries to give as little as he can for a tenner will surely fail, but the man who deliberates on how much he can GIVE for a tenner is bound to succeed!"

BigMo

[David Hammond]

Yes Mo.

Good customer of mine wanted 2 roll up banners for eBay prices.

I did them for him, and gave him eBay quality. He’s happy, I’m happy. They order plenty of print from me, and they’d rather give me the money than someone else!

We have a minimum margin, and anything below that we don’t entertain, unless we are really quiet. I’d rather spend an hour cold calling than an hour weeding vinyl for little profit!

Also tend to find the customers we do favours for, are the most trouble!

[Graham Shand]

I am with Mo on this one, 100 % , playing the long game softly softly, can and does lead to larger orders down the line, works for me anyway