To kill low cost competition; TELL POTENTIAL CUSTOMERS:

Our product costs more but...

• testing and engineering costs money, we are industry leaders at lowering those costs as much as they can be without sacrificing QUALITY and safety

Our product takes longer to build because it is engineered and tested

• We make our product as fast as it can be made...without sacrificing critical QUALITY and safety tests

All "Better Company" had to say is this product will fail due to these problems that took years of testing to eliminate.  Ask "Good Deal Companies" to confirm they implement test process and maintain capable test equipment.

Ask "Good Deal Companies" to show preventative actions taken when a test fails.  Make them prove that they analyze and use test data.

Ask "Good Deal Companies" to show their record of "field failures."  How many products have failed in the hands of the end user?  How many boats have sunk in the middle of the Ocean?

How long have they been in business?  Ask to see their record of sales, and ask if you can randomly call past customers for a reference.

Tell your potential customers, quickly receiving a cheap product that fails is worse than not getting a product at all.  A "Good Deal Company" will sink the customer's company.  Down with it goes more than just the price of a product.  Down with it goes the customer company's reputation and maybe the company itself.

You must make your customer realize the VALUE and IMPORTANCE of QUALITY relative to the cost of failure.

To kill low cost competition; TELL POTENTIAL CUSTOMERS:

About your company's credentials...the QUALITY of your people

Experts build the product...Everybody thinks they're an expert.  In our example it's insinuated that the "Good Deal Company" product is built by experts.  When in actuality they are nothing more than micromanaging line workers and low level technicians.

"Better companies" have engineers with backgrounds consisting of a specified combination of experience or education, reflected in job descriptions.  A "Better Company" engineer designed the vibration test that drove the development of the drive shaft in our example.

"Good Deal Companies" may not have engineers or enough of them.  Tell your potential customers to ask "Good Deal Companies" how many qualified engineers they have and confirm their qualifications.

Tell your potential customers to compare ratios of qualified engineers to the number of products produced.  Ask "Good Deal Companies" how many products they build annually and monthly.  Divide the number of products by the number of engineers and compare.  The result may be shocking!

It's easy to build a cheap product without paying engineers