Boat Building Forum

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Re: Perceived value
By:risto
Date: 12/21/2001, 8:16 am
In Response To: Re: Perceived value (Shawn Baker)

Shawn, this is just what I had in mind too: Perceived Value. The subtleties of marketing the exclusive.

Never use the word SEMI-custom, always "custom". Feels more valuable, augments the self of customer. (You will use pre-made parts and blanks, but don't underline it: always say at least: if needed, fully custom built)

Don't boast about having secrets (never use the word secret) but don't let them know how exactly it's put together. Explain the options, it takes longer, makes sure they feel you know your business, and leaves them feeling you have some methods that are too good to reveal.

Keep your jigs secret. they assure the quality and will evolve to make production easier.

And so on.

Display the final products, with a well-thought properties sheet stressing the options, the quality, the structure, but not in exact detail.

Put a list price on "consultation" from day 1; that way you can bill for those long discussions without offending them.

: Exactly. If they knew how easy it was, they wouldn't buy yours. You'll keep
: the perceived value up if they're all finished units.

: But if you're swamped, the perceived value goes up even higher. Supply and
: demand. As long as you don't go too high, you're golden!

: Shawn

Messages In This Thread

Other: Hull Identification Numbers
George F. Johnson -- 12/17/2001, 2:08 pm
Re: Its different by state
Don Beale -- 12/18/2001, 1:41 am
Registration numbers and HINs are not the same
Paul G. Jacobson -- 12/18/2001, 9:22 pm
Re: Registration numbers and HINs are not the same
Don Beale -- 12/19/2001, 1:40 am
Re: Its different by state
Shawn Baker -- 12/18/2001, 10:44 am
Re: Its different by state
Don Beale -- 12/18/2001, 11:43 am
Jeez! ... next they'll register paddles? :)
risto -- 12/18/2001, 1:29 pm
Re: The feather, and hollow-core paddles
Don Beale -- 12/18/2001, 5:00 pm
Congratulations!!
Shawn Baker -- 12/19/2001, 12:08 am
Re: We'll see...
Don Beale -- 12/19/2001, 1:29 am
Re: We'll see...
Shawn Baker -- 12/20/2001, 12:00 am
Re: We'll see...
Greg Stamer -- 12/19/2001, 9:26 am
Re: Production
Shawn Baker -- 12/20/2001, 12:02 am
Re: Production paddles
Don Beale -- 12/19/2001, 11:36 am
Re: Side-Incomes
Shawn Baker -- 12/20/2001, 12:04 am
Re: Thats the idea...
Don Beale -- 12/20/2001, 12:44 pm
Congratulations!
risto -- 12/19/2001, 12:29 pm
Re: Congratulations!
Don Beale -- 12/19/2001, 12:57 pm
Re: Custom vs. semi-custom
Shawn Baker -- 12/20/2001, 12:18 am
Re: Custom vs. semi-custom
risto -- 12/20/2001, 11:00 am
Re: No showing this at R2K?!?!
Don Beale -- 12/20/2001, 12:37 pm
Re: Perceived value
Shawn Baker -- 12/20/2001, 1:12 pm
Re: Perceived value
risto -- 12/21/2001, 8:16 am
Re: Congratulations!
risto -- 12/19/2001, 1:13 pm
Re: Congratulations!
Don Beale -- 12/19/2001, 2:10 pm
Re: Congratulations!
Brian Nystrom -- 12/19/2001, 1:38 pm
Re: Jeez! ... next they'll register paddles? :)
Julie Kanarr -- 12/18/2001, 4:56 pm
Re: Jeez! ... next they'll register paddles? :)
Don Beale -- 12/18/2001, 5:03 pm
Recycle the city Xmas tree :)
Paul G. Jacobson -- 12/18/2001, 8:57 pm
Re: Its different by state
Shawn Baker -- 12/18/2001, 12:49 pm
Re: Other: Hull Identification Numbers
Paul G. Jacobson -- 12/17/2001, 8:31 pm
Re: Other: Hull Identification Numbers
jim kozel -- 12/17/2001, 10:20 pm
Re: Other: Hull Identification Numbers
Bill Price -- 12/18/2001, 12:49 am
Re: I dare you!
Shawn Baker -- 12/18/2001, 1:15 am
Re: I dare you!
KenC -- 12/21/2001, 9:19 am
Kayak Kites
Brian Nystrom -- 12/21/2001, 12:15 pm
Re: Yes. In Ohio you register Inner Tubes :\ *NM*
Roger Nuffer -- 12/20/2001, 10:19 am
deep, um, thoughts -- yeah, that's it, thoughts
Paul G. Jacobson@aol.com -- 12/20/2001, 12:02 am
Re: deep, um, thoughts -- yeah, that's it, thought
Shawn Baker -- 12/20/2001, 11:59 am
Re: Other: Hull Identification Numbers
Bill Price -- 12/17/2001, 3:53 pm
Re: Other: Hull Identification Numbers
Shawn Baker -- 12/17/2001, 6:27 pm
Re: Other: Hull Identification Numbers
Julie Kanarr -- 12/18/2001, 9:31 am
Re: Uh Oh.
Shawn Baker -- 12/18/2001, 10:37 am
Re: See you there :) *NM*
Don Beale -- 12/18/2001, 1:35 am