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Buy It Cheap, Buy It Twice!


Buy It Cheap, Buy It Twice!

5 Key Tips to Challenge the Status Quo and Sell on Value over Cost

There’s an old adage that says, “Buy it cheap, buy it twice.” How many times in your life have you bought a “bargain” product only to later discover that it’s a piece of junk? We’ve all been there! In fact, you probably had to go back and buy the higher-quality product after the lower-cost version fell apart or stopped working.

In sales, there can be a misconception that clients will focus primarily on the cost of a product rather than the value it provides. You’ve probably witnessed this firsthand with some of your accounts. For example, it might seem like a client just wants to purchase the cheapest paper cup that will hold some coffee. However, many purchasers simply require your insight and expertise to understand how buying on value rather than just cost can help them get to a better future state. For example, products like Dixie® PerfecTouch® cups provide enhanced performance and service options to both the business and the end user! Use your expertise to create restless discontent with the “status quo” products your clients may be using now. After all, isn’t a valuable product better than a cheap one?

Dixie® PerfecTouch® paper cups are a pleasure to hold with their comfortable, sturdy, non-slip feel - and they have tight fitting lids that help keep beverages warm! Whimsical designs impart a bit of cheer to customers, offering them a higher perception of product quality and elevating business returns. Georgia-Pacific Professional makes products that are designed with high standards of quality and safety in mind; when you sell them, you’re selling a higher-grade product that has stood up to the test of time.

Dixie® PerfecTouch® paper cups are made with a patented process that insulates the cup and helps reduce the need for expensive beverage sleeves or double-cupping! This reduces waste and could even end up helping your clients save money. In sales, we refer to this as “cost-in-use.” It’s the idea that in the short run, the client’s current products might look less expensive on the surface – but with a quality product, they may use less, which will ultimately result in savings. The same principle applies for products like paper towels, napkins, plates, and other Georgia-Pacific Professional offerings. Because a quality product may actually reduce usage, one durable product can be better – and more cost-efficient – than two or three cheaper ones!

PerfecTouch® cups require 60% less stacking height than bead foam cups and come in a smaller cube case for easier handling and storage. This means that your clients will need less space to store the cups, freeing up valuable storage space for other products. Your clients’ employees will also spend less time restocking cups, allowing them to focus on other critical tasks such as customer service. Help your clients to see the big-picture savings of using less space and time – as opposed to just the price tag of the product!

Your clients will sleep easy with Georgia-Pacific’s PerfectCare® Program! This program means that Dixie Foodservices will replace unsatisfactory shipments within 24 hours of your call, providing peace of mind. Additionally, your clients can access customer service help at any time, because each and every Georgia-Pacific Professional product has the GPXpress® phone number listed inside!

Most sales reps know that people buy from people they know, like, and trust. The reputations of sales reps – and the products they sell – can go a long way. No matter what you’re selling, be sure to genuinely understand your clients, their individual needs, and the factors that weigh into their decision-making. Is the person you’re speaking with a decision-maker, gatekeeper, influencer, or something else? The case could very well be that your clients are more concerned about the risk associated with a lousy purchase than they are about the price of your product. Especially if they have had a negative experience in the past with an inferior product, they may be eager to explore products with additional benefits and features. One great way to showcase these features firsthand is to take along some samples of Georgia-Pacific Professional products to your meeting so your client can see them up-close – or even bring them a delicious cup of coffee in a Dixie PerfecTouch® cup so they can see its quality firsthand! You’ll differentiate yourself and your products in the best way possible.

As you focus on value over cost, remember that price is not the main reason for customer churn – it’s actually due to the overall poor quality of customer service.1 Across all markets surveyed, over 50% of consumers said that they are willing to spend more with companies that they believe provide excellent service.2 While other sales reps are selling on cost, differentiate yourself and provide long-term worth to your clients by emphasizing value instead. Selling quality products like Dixie® PerfecTouch® cups will demonstrate your value as a helpful and knowledgeable sales rep who provides clients with valuable products!

1Accenture global customer satisfaction report, 2008.

2American Express 2011 Global Customer Service