 It’s
Not About the Price
Singapore
is known worldwide as a leading center for printing
attractive books.
But Singapore has a higher cost base (labor, utilities,
rent) than many other cities in the region. In a cost-
conscious industry like book publishing, how do these
apparent contradictions make sense?
I learned the answer first-hand as the first edition
of UP Your Service! went to press. It’s
not about the lowest price – it’s all about
the service.
The first edition book cover has a four-color print
with embossing, spot varnish and two flaps. The printer’s
response: ‘No problem.’
The interior is 100-gram bright-white wood-free paper
with digital photos on every page, thread-sewn for greater
durability and value. The printer’s response:
‘No problem.’
The timeline was excruciatingly tight to get books into
the stores in time for a scheduled launch. The printer’s
response: ‘Watch me hustle!’ (And hustle
he did!)
Speed, quality, logistics, flexibility, hustle. In a
city where everything moves quickly, convenience and
cooperation run high. The ultimate cost to
publishers stays low.
Key Learning Point
Do you try to win
your customers based upon low price? It may not be what
they care about most, and not what they'll remember. Often,
it's not about the price at all; it's all about the service.
Action Steps
Instead of working
like mad to give the lowest price, work like crazy to
improve the quality of your service. You'll attract customers
who value your effort, while earning premium pricing and
the profits you rightly deserve.
Next Article in Customer Service Value Dimensions >>
Little Things Can Mean a Lot
First Article in Customer Service Vision >>
100% is Not Enough. You Need 120%
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Copyright, Ron Kaufman. Used with permission.
Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
"UP Your Service College".
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