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Reassure About Quality

 

DisciplinesMarketing > Pricing > Reassure About Quality

Description | Example | Discussion | See also

 

Description

When you are selling goods at a lower price, do make sure that you reassure customers that the quality is still high, despite the bargain price.

Use phrases in promotion and price displays such as:

  • Amazing price for the same high quality.
  • Complete with money-back quality guarantee.
  • The quality is the same - only the price is lower!
  • The famous Digby name - at bargain prices.

This can be reiterated in sales conversations. Quality can also be inferred with clean, well-designed displays and packaging.

Example

A shop gets in some old stock items from a major manufacturer. They make a big deal of the manufacturer's name and frame the purchase as good fortune that is going to be passed on to customers at 'end of line prices'.

A second-hand car sales lot has signs saying 'only quality cars on sale'. They polish and clean the cars to make them look newer.

Discussion

One of the ways we decide on the quality of an item is by the price. If the item is more expensive, then we assume that it is higher quality. While this is generally true, there are many examples where price and quality are unrelated. Nevertheless, this principle can cause a problem in a sale when price reductions are assumed to reflect quality in some way, for example that the goods are damaged or otherwise not first rate. A way to help counteract this problem is to find ways to reassure buyers that the quality really is high. A simple approach for this is simply to tell them that the quality is good.

See also

The Price-Quality Heuristic

 

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