Quality first, quality second and quality last.
I honestly believe that if you really love what you do for a living, you invest in with Quality.
Quality is the determining line between you and 'the others' in your chosen field of endeavour.
For instance in one of my business of running charity firewalking events, even though it was all my idea all those years ago, there are 'others' who look to 'dip their bread in MY gravy' every day of the week. Some of them offer up to a hundred people on an event for only eight hundred pounds.
We offer thirty people for fifteen hundred pounds. That means that they are charging only EIGHT pounds per person where we are charging FIFTY.
How do you deal with that? Firstly, we never 'compete'. Our attitude is 'screw competing'. Competing is for losers.
Competing is a mindset we never ever enter. In a ten person race there is ONE winner and nine who just competed.
Do you aim to WIN or to compete? See what I mean? Do yourself a favour and never ever aim to offer a 'competitive' price, service or product.
Thoughts become things. It’s a mindset which leads to mediocrity.
Could we drop our prices to match these buffoons? Sure we could - easiest thing in the world. Any bloody fool can play the undercut game. We could do it too - if we wanted to be 'competitive'. Ugh. But we are not aiming for that. We are aiming to win and we do that by focusing on our quality.
We educate the client in exactly what it is we do as an organisation. How experienced we are, how we train our staff. Our over twenty years of practice, expertise and experience and how all that will be lost to them if they were to work with others.
In the world of cars for instance, there are Skodas and there are Rolls Royce’s. There is a very good reason why there is a price difference between these two products. And there is a huge difference in something being 'too expensive' and something being 'more than you can afford'.
Real quality however is something you cannot be without. Some things CAN be 'happy shopper prices' and there are no significant consequences.
Other things like say - hiring a buffoon to run your charity fire walking event where people get carted off to hospital and your Charity's name is splashed all across the local tabloids front page - are paramount in concern with responsible professional fund raisers.
Price is not the only criteria.
Quality is.
The great British auto maker Rolls Royce takes great pride in the reliability of their handcrafted cars.
An obviously wealthy owner of a Rolls took it to Europe on an extended trip. While traveling in France the car had some mechanical problem.
He called the Rolls Royce factory and asked that they send out a mechanic straightaway to fix the problem. The company responded in royal fashion. They put a mechanic on a private jet with all of the necessary tools and flew him over to France to make the repairs.
The owner was so wealthy that he wasn't at all concerned about the cost, and he would not spare any expense to assure that his beloved Rolls Royce was properly repaired. However, after several months he realized he had not received a bill for the repair.
He directed his secretary to contact the Rolls Royce factory to inquire about the charges. He received a prompt reply from the Rolls Royce Company. With typical British aplomb, it said simply, "We have no recollection or record of any Rolls Royce having ever had a breakdown or being in need of repair anywhere in France."
You like?
(Not that Rolls Royce’s breakdown you understand.....they just 'fail to proceed'...)
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