recommendation of a friend, Joe visits a high quality retail store.
It's a bit of a drive, but his friend says that they have a great showroom
where they'll take the time to help you audition a variety of carefully
chosen speakers that represent some of the best values in the industry.
They'll even allow you to try out the speakers at home if you like!
When Joe arrives, one of the staff demonstrates several pairs of speakers
that sound amazing - much better than the $2600 speakers he heard before.
And the ones he likes the best are only $1500 per pair! When Joe decides
to buy them, the salesman offers him a good deal on some excellent speaker
cables, and even offers to help with system setup and speaker placement.
But there's a catch - when Joe asks for his best price, the salesman
tells him - $1500.
It's too bad, but there are still plenty of people out there who believe that a big discount on a mediocre piece of equipment constitutes a good deal.
The store Joe found has made a choice to represent a different kind of manufacturer. These companies aren't always household names, but many have been in business for a very long time. Most are privately held companies where shareholders and beancounters can't do what they inevitably do. These companies have a desire to build products that are outstanding in terms of performance and value for the dollar. They spend an inordinate amount of money on the research, design, and materials that go into their products. Their pricing reflects the actual value of their products rather than an unrealistically inflated "starting point" from which they can be discounted. These companies insist that their products be represented by carefully selected retailers who have the facilities and expertise to demonstrate why their products are superior.
Based on everything he's experienced
up to this point, Joe comes to the insightful realization that his purchase
decision should be made on the basis of how good the $1500 item sounds,
not how much the $1500 item has been discounted.