Telling a Story With Your Price
Yesterday, we were in the airport on the way to Atlanta. Starbucks, as usual, was packed, selling their $5 cups of coffee. Then, Kevin, from Imagine Fellowship, chose to go to Dunkin’ Donuts and ordered a cup of coffee and two donuts. Having been conditioned by Starbucks, he pulled out $10, but the bill for the order was $3.54. Inexpensive, especially considering the standard airport abuse rates. Kevin was in disbelief. Having done this, Dunkin’ Donuts told a story, as we all do with our prices - “we are the low cost alternative!” Starbucks, on the other hand, with a $5 cup of coffee was continuing to tell it’s story - “we are your place for escape.” When you charge for your service, you are telling a story. What are your prices telling your customers?
