Articulating Value and Benefits

Two weeks ago we went bike shopping for my oldest daughter. At every specialty bike store I asked what I thought was a simple question.  I asked, "What's the reason to pay over twice the price of a bicycle from a big box retailer?"

It seems a simple enough question. As a consumer, I'm looking for the retailer to tell me the value I'll receive if I invest more money in their product.  And that's what it is, an investment. All the retailer has to do is articulate the value of his (yes, everyone we spoke to was a "he") product as a benefit to me as compared to the cheaper big box product. By the way, it seems like they need more women in that industry.

I was kind of disappointed when I was told, "That stuff is crap." "You don't want that junk." "Save yourself the headache." "We charge twice as much to work on those things." That last one was almost there.

But nobody ever answered the question.  Not a single retailer told me the benefit to investing in their product. They told me their opinions but their opinions didn't tell me anything.  Why is it crap?  Why is it junk?  Why do you charge twice as much to work on them?  What kind of headache am I going to get besides figuring out on my own why your bikes are twice the price?

I’m more than happy to invest in a quality product if the salesperson articulates the value and benefits. Here are some of the things they could have told me that would have done just that.

• “It's safer. The better quality brakes won't fail when your child needs them most.”

• “You won't get a headache from having to constantly fix poorly made parts.”

• “Of course you can bring it in to us, but we'll have to charge twice the price because we're unable to salvage the cheaply made parts.”

• “The bike will last you much longer and your younger daughter will be able to enjoy it when her sister outgrows it.”

• “While this bike costs more now, it's a safer bike and will cost you less to own.” Of course I would add, "And can you really put a cost on your daughter's safety?"

So let me ask, in a situation like this would you and your team offer their opinion or state the value and benefit to the customer?