The idea that decision makers are most interested in price is a constant source of anxiety, and consequently lost income, for many salespeople.

The truth of the matter is that price is usually the third or fourth consideration in making a decision – typically followed by quality, delivery and / or service.

To prove this point I’m going to take you shopping with me for a digital camera. Now, I believe the advent of the internet means two things:

1. I can access free, reliable information about a vast number of subjects, and
2. I don’t have to pay full price for anything.

To be clear here, I am looking for a good deal so I’m going to search for refurbished cameras. Specifically, I’m looking for a Kodak Z740.

Alright, first search result turned up this one. Nice price. $151.00, but the page doesn’t say anything about how I’ll be protected if the thing turns out to be broken or dysfunctional. There is a stock photo of a customer service person – but it doesn’t do much to bolster my confidence. I keep shopping.

Next search turns up this one. It’s the actual Kodak site. Tells me how my purchase is safe with details such as; “Same warranty as new products,” “30-day money back guarantee,” a little seal that says, “Quality Inspected,” and I like the link to a definition of what “Refurbished” means to Kodak. The price is higher, though - $209.95. I’m going to do a little more looking. Surely there’s a middle ground here, right?

Sure enough – my third search turns up the middle ground. The price is $179.00 and a it comes with a “90-day warranty.”

It’s decision time.

I’m going to go ahead and immediately rule out my first find. The price is nice, but it doesn’t look like there’s any service or guarantee that my camera will be everything I hope it will be. That’s kind of suspect to me.

Next choice: $179.00 – that’s a good price. But “90-day warrantee” doesn’t mean the same thing as “30-day money back guarantee,” now does it?

I know who’s getting my credit card number (I’m even considering their bundle deal with the printer dock, too). What about you? Who would you give your money to? Š

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