In your hunt for a great deal, don’t trade price for quality.

The past couple of years have been difficult for many companies and individuals.  Solid corporations and small businesses have been hit so hard that they have downsized or even closed their doors.  During these volatile times, we, as consumers, have not only changed the way we buy products but also our perception of companies with which we are considering doing business.

Well, we are now seeing an uptick in the economy, and consumer confidence is returning. That’s great news across the country and locally. But something happened along the way. Stories about foreclosures and struggling industries have left the impression that we can get anything we want at rock-bottom prices, creating an unrealistic approach to value. It’s true that out of desperation, real estate and other products were sold way under their worth, but these types of sales are the minority. They did not create a “new normal”.

We want to feel good about our purchases. Everyone likes the feeling of getting a good deal. But in recent years, consumers haven’t been using the value proposition to compare apples to apples, they’ve been settling for subordinate products just because the price is lower. This type of buying decision can create problems for both businesses and consumers.

The first is that good, solid business that presents the type of products that the consumer actually wanted in the first place is getting bypassed for a different company and even a different product. The second problem affects consumers because they settled on “value” and ended up dissatisfied. Many times, it feels to them like the transaction wasn’t really a deal at all when problems arise during the installation, or the product doesn’t last, and more money, time and energy must be spent.

To repeat a cliche: you get what you pay for. So, as you’re planning your next purchase, follow these guidelines: First, truly understand what you want and what normal market costs are. If the price is too high, don’t delude yourself that you can talk the estimator down to the price of a lower-quality product. We all know there is a big difference in price between a Chevy and a Mercedes. Second, you may have to choose a different type of product. Research companies who specialize in the product and have them quote you a price. Ultimately, make your final purchase decision on the reputation and experience of the company, and make price secondary. In the end, you will be much happier with your purchase. Remember, it’s OK to get a discount, just don’t trade price for quality -that’s the real value.

Keith Sauro
Publisher
Network Communications