Tommy Bahama shirt-wearing is my son’s “thing” — his personal brand. Those who purchase higher-end clothing can spot the shirt brand from a mile away. Purchasing a Tommy Bahama camp shirt will set you back around $125 bucks.
Ben got a new one at Disney last month and I bought him 2 for his birthday this week. When he called me at 2:00 AM this morning to let me know Macy’s had them on sale for 1/2 off I thought I would cry! Will I ever again automatically order another one at full price?
NO!
Everyone is looking for a bargain — even those who want a particular brand or level of product or service — including me. I face the challenge every work day from the selling side. I’d guess 75% of the calls/emails I get asking about speaker fees either tell me their budget won’t cover the fee and offer less… or ask for a discount based upon something else they offer instead of money. I want to send them this…
You can sell a whole lot of shirts when they are “on sale” for 1/2 off and the buyer’s perception is they got a deal. But like me, they may not be inclined to put out full-price the next time they want your product. This applies to EVERY product or service — no matter if it’s a speech or a shirt.