In the construction industry, price obviously matters, but it can not be the only thing that matters. We’ve told our clients, preaching sometimes, to move past price and work on experience. This is hard in construction, but you can still sell the value of good customer service and being the expert in what you do. How much does it cost you in time to chase down a contractor that is dodging your call? How frustrating is it to find a mistake on the job that was hidden from you? What does it cost you to replace poor quality materials and inferior craftsmanship?
We’ve always believed and said, if you want to understand branding and see an example that is near perfection, then look at Disney. Disney understands that the experience matters more than the price. This video of a family’s recent vacation says it all – including the high price. Watch it and you will undoubtedly want to go to Disney and you will pay just about anything to have a week like this family, even if you’re Scrooge McDuck himself. Disney’s trick is that they treat every one like this.
