If it’s cheap, will it be bad value?
One of the tried-and-tested ways of catching your attention is to announce that something is “cheap”. The trouble with this word is that it changes its meaning. Our experience tells us you get what you pay for. So, if you only pay a low price that usually means you get low quality. Although luck may be on your side and you find an inexpensive bargain, more often than not the result is bad value for money. Borrowing an example from across the pond, there once was an entrepreneur called Gerald Ratner who sold cheap jewelry. In 1991, he made a speech in which he spoke the literal truth, intending no more than a humorous take on what should have been obvious to anyone. Talking about some sherry glasses and a decanter for sale in his stores, he asked the question, “How can you sell this for such a low price?” and answered it, “Because it’s total crap.” He also described some earrings as, “…cheaper than a prawn sandwich”. The following day, £500 million was wiped off the stock market valuation and his company was forced into bankruptcy. It does not do to speak the truth about the real value of your products. You must always allow your customers to deceive themselves into buying what you offer.
Today, conventional wisdom says you can find cheap insurance online. These words are intended to encourage you to look at what’s on offer. There is, of course, never any obligation to buy. But, if no-one looks, there is no chance for the insurance company to make a sale. The marketers have to say something to provoke you into looking. So, when you see the word “cheap” applied to policies for sale through a website operated by a single insurer, read on with caution. This is an old sales technique and it fools only those who never shop around and find out what the competition quotes. Read the rest of this entry »
