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Christopher Sessums, Flickr.com |
Even when customers present cost comparisons for comparable products, it’s best for distributors to stay firm on price, says Charles Moody, president of Solutex in Sterling, Va.
He says he has steered away from providing steep discounts to customers by proving that competitors don’t always come out on top when comparing apples-to-apples.
For example, Moody points to “nominal gauging” (an indication of varying product weight) and “cheater sheets” of toilet tissue and paper towels, as examples of how competitors mislead customers with lower prices. Moody also shines a light on longer delivery cycles, shipping costs and chemical concentration to help customers see the differences. Then he reiterates his value.
“A lot of times what appears to be less in price is not the case,” says Moody. “I never want them to buy from me because I am the cheapest guy. We want a little bit of the decision to be based upon how well we do our job and service. A lot of distributors sell lower out of fear.”
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