There has been much discussion on price recently. Specifically on forums and social networks such as LinkedIn and Ecademy; we have come across discussions on the importance of price for services and products. We decided this would be an interesting topic for the blog, as all contractors must go through the process of setting their rates.
Of course, a service/product needs to be affordable but as long as the price is within a realistic range for the benefits to be gained from using the service or product, is the price relevant?
If we imagine a scenario where one asks 3 builders to quote on building an extension to a home. If one estimates that the extension could potentially increase the value of your home by £50,000 and gets quotes for £10,000, £18,000 and £30,000. However, the builder that gives the quote for £30,000 comes with a range of mock up designs that bring unique ideas and value that you had not previously considered. The contractor shows that they have a clear plan and timeline for the project and that every part of the plan is clear in their mind and is on paper. That shows their ability to do the job in time, on budget and to a high standard. However, the other builders just present a sheet of paper detailing prices for materials used and labour cost; there is no personal interest expressed from them, but they may do a good job, you just do not know.
Is that level of trust and confidence worth £12,000 or £20,000; especially when it is to with your home?
Another example of this can be given using the Mac or PC argument. There are PC’s available that are more powerful than Mac’s for less money, why are Apple winning?
Perhaps price became a fixation of society for a number of years through post-war globalisation. Particularly through the 80’s and 90’s prices for many products and services were falling and people became proud when they got something cheap. It validated and proved that they were intelligent negotiators and showed others that they were not ones to get ripped off easily.
There is value in not buying something just because of a brand name. A designer diamond ring may not actually be as well made as a ring made by an independent specialist. The quality of the stone that one gets for the same money is may not be as good either so it is fair to question price, but only when you find something that is both cheaper AND better quality.
However, many will have learned the painful lessons in the false economy of buying cheap. Haircuts and suits are good examples here. They reflect on us in terms of the perceived value that we can bring to others so why not invest in them?
When a contractor sets their price, they should of course make it realistic but at the same time they really need to look objectively at the value that they can add and how this relates to the service that someone else will provide.
One needs to be considerate of the fact that there is not perfect information in the marketplace, so we need to be active in extolling our value to customers and potential customers through everything that we do. Our value goes beyond just the job in hand; it also extends to how quickly and concisely we respond to emails and calls. How we operate with others and how we prepare for and follow up on jobs.
How important do you think price is?