We live in very competitive times, Im sure youll agree.

Not only are we now participants in a global economy, but the Internet enables customers to shop our prices down to the penny, making us ever more accountable for keeping costs in line, and for tightening profit margins.

Its tempting to try to find a way to sell, based on price, alone. When you see yet another huge Wal-Mart tractor-trailer tooling down the highway, wearing the slogan, a low price, Always, it seems compelling, doesnt it?

If you can guarantee rock bottom pricing, wont the world beat a path to your door?

Not necessarily. For all of Wal-Marts success, and I dont disparage it, that company doesnt yet own 100% of the retail market. Even if its pricing claim is completely true, that it has the lower price, always, there are still shoppers who dont want to patronize those stores.

Why do they willingly pay more, presuming there is a Wal-Mart in the vicinity?

There is only one answer: Price is not valueat least to everyone.

Some people shop for the experience. Still, at Nordstrom, for instance, as you stroll through the store, you can hear someone playing the piano. What a beautiful touch!

Of course, the prices have to pay for the pianist, but so what? Theres elegance, and well, were worth it, as one hair care commercial used to say.

Why will people pay a surcharge to order concert tickets online or over the phone, instead of at the box office? Convenience, right?

That has value, and people are willing to pay value to get value.

I could so on and on.

The next time a customer claims your price is high, or higher than a competitors, tell them price isnt value, and back it up with specifics that say, sure, our price is slightly higher, but you get a lot more value from us.

Always!