Going for A Drive
There are close to 50 production cars (not multi-million dollar limited run cars) on sale in the US today that cost a minimum of $100,000, from a low of some SUVs to the high of a Rolls Royce. You can see most of them on the road every day. (Interesting statistic: Over 90% of Americans have never seen a Rolls on the road.) When I grew up, a Cadillac was considered out of reach and it cost about $6,000 (that’s $57,000, more or less, in today’s money.)
My point is that a hundred thousand dollars is not what it used to be, and you need to bear that in mind when you’re talking to clients and creating proposals. Even with a 10:1 ROI, a million dollar improvement is worth $100,000 investment. And these companies are spending $100,000 to mist the plants and sweep the parking lots, to pay for spillage and cover theft.
Are you a 2020 Bentley or a 1955 Caddy? And, by the way, you cannot distinguish either a Cadillac or a Lincoln on the road today, they’re just nondescript square boxes on wheels. But the cars I’m talking about stand out.