Many consumers are price shoppers. In fact, many people are sleeve shoppers when picking out the latest fashion to wear. They see something they like. Then they look at the price tag hanging from the sleeve. Then they decide how much they "really" like it after they factor in the price.
Whether we are shopping for insurance, a real estate agent or stockbroker, office supplies, cameras, cars, or anything else, the price is definitely a factor. Brand and store loyalty have taken a backseat to finding the best price for what we want.
Of course, price isn't the only consideration, but it's right in there. Often, it colors or filters the other factors so that we think that price is just one of the considerations when it's really the dominant one.
Sell service and features - and benefits. But be mindful of the price you charge for your products or services. If your fixed costs or overhead need to be adjusted downward, then do it. People notice price!
Steve Hoffacker, CAPS, CEAC, SHSS, is a licensed Certified Aging In Place Specialist - Master Instructor and best-selling author of aging in place books. To learn about this and other programs for aging in place or universal design, visit stevehoffacker.com or call 561-685-5555. Also, check out the "Aging & Accessibility" groups on Facebook and LinkedIn.