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Apples and oranges

without comments

All landscapers are the same, right? Mark Ciccarelli, manager of Neave Group’s snow and ice management department, nails it.

So, my lease is up on my truck and it’s time for a new one. Comparison = my contract is up and I need a new contractor? I equate my looking for a new vehicle to that of a property manager looking for a contractor for their snow and ice management needs. What am I looking for in a vehicle? I’m looking for a vehicle that will mitigate risk for me. I want something safe for my girls and wife. I want something that looks nice, gets good gas mileage, and is roomy for the family. I want something that I can drive and feel I’m getting my monies worth. Something that won’t break down and cost me an arm and a leg to repair. I want something that will show up to work every time I turn the ignition!

Isn’t a car a car? Aren’t they all the same? Isn’t a Kia SUV the same as a Mercedes SUV? Although KIAs are nice they certainly aren’t a Mercedes. But don’t they all get you from point A to point B? If that was the case wouldn’t we all be paying for and driving around essentially the same car? Then why do people drive a Mercedes? It is perceived value.

Comparison time. Aren’t all contractors the same? Don’t they all service your property in the same professional manor? Won’t every snow and ice contractor provide the client with the exact same service for the exact same price? Why would I pay $30,000 for a vehicle (or a service) when I could get that same vehicle for $20,000? I think the answer is simple. I cannot get the same vehicle or service for 20k. The reason I would be willing to pay the 30k is the perceived value I’m obtaining with the more expensive vehicle. I can get my risk mitigated and my “wants” fulfilled at 30K.

It’s our job as professionals to educate our potential clients on our value.

Written by CBOWEN@GIE.NET

December 13th, 2011 at 12:42 pm

Posted in Uncategorized

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