I spoke to the ACCA – PHCC conference last week. That is the Air Conditioning Contractors of America and the Plumbing and Heating Cooling Contractors. They had a trade show that I wandered around.
One vendor had nifty key chain flashlights and screwdrivers that were their “giveaways”. I suggested that they might want the screwdrivers that had a flat head on one end and a phillips on the other. They indicated that the flashlights we 40 cents each and the screwdrivers were $2.50 and that was for a reason.
“The little screwdrivers have a very narrow tip on them for our customers to use when they work on thermostats.” Up walked one of their customers who joined the conversation. I then listened for five minutes as THEY discussed the pros and cons of tiny screwdrivers.
What for me was a throw away trinket, was for this vendor/customer relationship a profound connection point. No wonder the vendor opted for a $3 item that was customer specific, that you could get in a standardized format for ONE TENTH the price.
The point, the more specialized your value, the higher the price others will pay. If you are struggling with price issues, dig deeper.