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How Much Is That?

How Much Is That?

A commodity is something generally purchased solely on price. It’s undifferentiated, and no marketing heft is put behind it except for how inexpensive it is for the purpose intended.

However, value is attached to non-commodities, including today: cars, pillows, hair coloring, cosmetic dentistry, pet supplies, lawn services, coffee, and coach seats on airplanes. These and other products and services demand differentiated pricing and purchasing based on factors other than “cheap.” Those factors include comfort, security, speed, quality, and ego.

If that’s the case, why would you use an hour in the day (a commodity) to price professional services, rather than the quality and uniqueness of your results?

It beats me, but don’t tell my accounting firm.

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

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