Nickel and DIE–me–ing

Of course you don’t tout all of your upcharges – and his premise, not mine – because that would discourage Mr. and Mrs. Customer from choosing you over your “apparently” higher-priced competition (because of course, they foolishly are charging for the complete package).

So using that concept, you can compete with the clown selling new granite tops for $22 ft² down the street. Because, while he’s at $22 complete with install, you on the other hand break it down like this (and we will compare it on a 4 X 8 island):

$22 ft² for the “granite” itself : $768
4 cuts @ $35 ea: $140
24 linear feet waterfall profiling @ $ 20/ft: $480
Install: $350

Which brings your total price to $1,738 total or $54.31 ft² (which it should be or higher anyway) compared to the lowballer (who may not be in business next week) priced at only $768.

Now, does that seem like a sensible way to get what you deserve?

I ‘m not convinced. To me, it seems like you’re deceiving the customer and giving the low-priced competitor validation that he doesn’t deserve.

In the minds of customers, they’ll put both you and the cut-rate doofus on a level playing field, figuring that you’re equal since you’re priced the same. They also figure that everyone in the stone business must be some sort of “bait-and-switch” professional.

When I ordered pizza the other day, the shop told me on the phone that the bill is $ 24; when the delivery guy showed up, I was handed a receipt for $27.50, including a $3.50 delivery charge. This puts me over a barrel after hanging around the front door, waiting for my food.

Now I could’ve told the guy to take it back on principal (leaving me and my kids hungry while I order somewhere else, or cook something and have my family think that I’m a cheapskate over a lousy $3.50), or take my lumps while promising never to buy from them again, while my posterity fawns over the products and wants me to order from the pizza shop again (and I try to figure out the ifs and whats of tipping).

Obviously the pizza company attended the same seminar (as they may indeed be a staple of any Orlando convention). But it doesn’t end there. The video store that advertises “no late fees” actually does charge late fees; oops, they call it “re-stocking charge.” (It happens if you’re more than two or three days late.)