I am always intrigued by lines out the door.

Last week, I took my family to Pike Place market in Seattle. There are several small, hole-in-the-wall type restaurants and cafes that literally had Disneyland-style lines waiting to get in. Contrary to what you might think, I develop a great desire to go stand in line and buy something! Why? There is a reason for the long line!

Mercedes-Benz is not even close to inexpensive, yet people with the means to pay for them do so in droves. Apple is more expensive than it’s PC competitors, but Apple stores are always packed and the evangelists are all over the place singing their praises.  Nordstrom is not known for cheap suits and purses, but it’s built a clothing empire.

You know the reasons as well as I do. Quality trumps price all the time. You gotta’ have it. The best is worth the wait and the price. The return on investment is great.

How do people view your business, and most specifically you? No matter what you do, you are the brand. Will people ask for you, stand in line for you, and pay more for you? What is the image you want?

It still amazes me. We all know this to be a reality. Yet so many still try to build a business based on cheapest price. When you have tremendous quality; great service; and become an object of interest, you will be sought out. Once you are sought out your value increases and people are willing to compensate you well for that. Why? Because they view their return on investing in you worth it!

Business is about relationships. Period. Do you think people standing outside the door at Starbucks are all about a cheap cup of coffee? Nobody wants cheap. They want value; they want to feel good; they want to be taken care of; they want to shine. Do you do that for your customers and clients?

Once you do, you will soon find the line out your door, too!

© 2012 Dan Weedin. All Rights Reserved


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