Jun 7 2007 7:20AM | Permalink | Email this | Comments (0) |
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I guess everyone knows how much I love Seth Godin.  He’s the guy that wrote the Purple Cow … The Dip  … All Marketers are Liars and about a zillion other best sellers. 

Anyway … I came across a quote on Seth’s Blog that perfectly fits the homebuilding industry … at least in my mind … and I’ll bet as you think about it … in your mind too.  Here’s what he had to say:

“Maybe the reason it seems that price is all your customers care about is … that you haven’t given them anything else to care about.”

See what I mean … a perfect fit.  Not only does Seth capture our customer’s mindset, he also captures the problems that we are experiencing on the sales side of our business.  And maybe most of all, he captures the essence of the problem.   

Customers are fast “learners” and they do what you teach them to do.  If you teach them to care about price … then they’re going to care about price.  And if you teach them to care about something other than price …  then they’ll do that too.

The question is … what are your sales people teaching your customers to care about?   Price … or value?