How could this be possible? We have found that most customers (nurses, doctors, technicians, etc.) don’t know the price of the products you buy for them. And service is a given, not at option with them, so they don’t think about service much. While quality is always a factor in making a product buying decision, most customers make their buying decision subjectively not objectively. In so doing, they don’t always get this right.  That is why quality, service and price isn’t really a good criteria for buying anything!

The truth is that your customers do know what functions (things it needs to do to make their jobs easier) they want in their products and the utility (usefulness) the product inherently brings to the job at hand. They also quickly know if the product is reliable, consistent, dependable and unfailing.   In many ways, decisions made based on these criteria are rarely wrong.

Once you understand this simple, but little known insight, you can then better understand how to buy lower cost alternatives to meet your customer’s function, utility and reliability which is really what matters to them.