Value. Bang for the buck. Sale. Bargain. Business buzzwords and what customers are wanting as they make their buying decisions.
During one of their recent sales, I’ve wanted to run around Kroger and pull all the gallons of milk out of everyone’s carts. Why? Do I have some odd dislike of calcium and lactose? No. It’s because I’m all about the better deal.
Gallon milk: “on sale” for $2.99. Half gallon, 10 for $10. AKA $1. Otherwise known as HALF the price.
For reasons passing understanding – maybe they’re in government spending or corporate procurement or otherwise mathematically challenged – too many people were sticking with the full gallon option.
Happens. We get in a rut, we limit ourselves and thinking to ‘what we always do’ or the ‘one size fits all’ or whatever other mindset that blinds us to better, more flexible options.
This is the same kind of mindset I see:
- when companies limit PR to publicity.
- when they think of social media – hell, all communications – as merely a ‘channel’ that’s all about sales (or not).
- when relationships are transactional, useful only when favorably calculated as ROI on a balance sheet.
- when ‘talent’ and employee worth is defined by some b.s. job title on a resume.
We all go for the sale, fall for some kind of marketing pricing trickery once in a while. If nothing else, my years of working with small business, of doing more with less .. I’ve learned to look for and take advantage of true value whenever I can.
You: When is a sale not? How do you spot the difference?