What if today a cab service, say ‘A’ decides to charge their customer 10% more than its rival ‘B’? And announces that, they would spend that entire 10% on their drivers? Ofcourse, ‘A’ would be a notch expensive than ‘B’ but what about their drivers? They would be also a notch happier. So instead of abandoning the accepted fares for stupid reasons they would probably be all the more proactive in servicing their customers. May be all the more friendlier, helpful and deliver a much better customer experience. So next time you may be more willing to pay that extra 10% and get that premium service. Also who prefers cheap deals or low-cost services, would you really want to count yourself amongst them? Wouldn’t you somewhere pride yourself on being a premium customer of dozens of brands? If that wasn’t true then there wouldn’t have been such a huge market for premium brands.
‘A’ and ‘B’ were just examples so leave the cabs behind and stay with the concept. What happens if your PR consultancy decides to charge your clients 10% more, while informing them that this additional 10% will be spent on training and development of their servicing teams? Would your clients mind paying that extra? And if they mind, would you really want to work for them? We as consultancies need to evolve and learn to charge as per the value we provide to our clients. There are many clients who pay more but don’t get the value they deserve and there are double the number of clients, who pay peanuts but expect the world, even when they would struggle to appear in “Chalte Chalte” on their own merits.
Cheapness is for cheap people, premiumness has its own space and value, try someday exploring. I am just a suggesting.
Inspired by Seth Godwin