Sometimes it is difficult to describe, but people know value when they see it and they want it. They will even pay more money to get it. Many intangibles factor into the perception of value–things that are not even necessarily part of the product itself. Often it has something to do with the “personal touch” and extra effort when it comes to service.
I own a car. Generally it is a dependable car, but once in a while it needs some help. When it comes to repairs and maintenance, I want value. In the past I had serious doubts about value; until I met John. John repairs cars; and he gives value. I can feel it. This man conveys that “something extra” every time I take my car in.
You can tell he loves cars. You sense it when he talks about them. He bubbles over, relating stories and offering careful explanations about how my car is getting along. Sometimes I get the feeling John likes my car more than I do.
When my car needs help, no cursory “It’ll cost you 50 bucks to get this one runnin’ again, Mac,” will do from John. No sir. John takes me right into the operating room. He wants me to poke my fiinger into the “blood and guts,” so I can see for myself which part is broken. All the while he tells me about my options, what I can do to “get by for a while,” and what will be the best long-term solution. I would never think of taking my car to anyone else. I get value from John because he does not withhold service. He gives service. I give him money in return. And the word gets around. Customers recommend their friends to John. John is getting rich. He likes that. But what he loves is helping people with their cars.
Compliments of Dennis R. Deaton, author of Money Wise and Spiritually Rich
