For many of you reading this, this post is about either something you learned long ago or intuitively already know. If you fit in this category, I apologize for the simplistic nature of what I’m about to say.
“Don’t ever use the word cheap in a sales meeting or discussion with a customer again, unless you’re referring to your competition.”
Until I recently witnessed an associate in a sales meeting, I hadn’t had to think of that simple sales rule or remind anyone of it in years.
You can be: the price leader, most cost effective, least costly, lowest priced, greatest value or most cost conscious vendor. But you can never be anything other than cheap if you say so.
Cheap means, well, cheap. A lemon. Shoddy.
Have you noticed a vendor using the word cheap to describe their offering, when they really mean inexpensive? What does the word cheap mean to you?