VALUE - IT'S NOT JUST ABOUT THE DOLLARS {2003}
By Vince Chiarelli, PTR, MRT and Owner of String Along With Vince in Largo
If you ever bought something on price alone, you may have had a feeling that you didn't really get "good value" from the purchase. That's because value is a result of more than the price. You can do a quick "value analysis" when you decide to buy something. Add up the benefits: convenient and clean shopping place; sound technical advice; reliable, high-quality technical service; wide selection of products; knowledgeable and helpful staff; timely service; easy problem-solving; confidence that your purchase will perform properly; after-purchase support; and attention to your personal requirements. Balance the benefits against the costs: price, time it takes to make the purchase, and any negatives from "missing benefits." If the benefits still outweigh the costs, you have exceptional value. If they are equal you have good value. If the total cost--not just the dollar price of purchase--is greater than the benefits, you have low value.
If you have a hard time finding a tennis retail setting that has high marks in the "benefits" department and the lowest possible prices, it's not surprising. Retailers cannot cut prices indefinitely--"benefits" must be cut also. If customers trend more and more toward the "lowest possible price" for everything in tennis, there will be very few retail settings left that can afford to offer any of the benefits that create real value for you, the customer.
In this day and age you have many tennis shopping options, from clubs to specialty stores to big general sports stores and discount stores to mail order and internet sites. Are you willing to forego the other benefits of quality customer care to reduce your initial out-of-pocket expense? What's the real COST of shopping that way?
Shopping for tennis merchandise or racquet service on price alone may actually increase the cost of your purchase in several ways. You may have consumed the "savings" on tennis balls and other accessories by driving all over town for the "best deals." If you purchase a racquet without trying demonstrators or getting fitted with the proper grip, you may end up with a "bargain" you can't really use. When it comes to stringing, just getting all the holes filled up by the cheapest source to "save" a few dollars, may cost money if the frame is damaged or not strung to manufacturer's specifications. Most manufacturers are NOT replacing racquets damaged by improper stringing. Another "cost" of going cheap on stringing is getting the wrong type string or tension for your racquet and style of play. There's a "cost" of lost fun, too--a chance to play with a well-strung racquet!
The next time you need something for tennis, go for the VALUE, not just the price. You will be more satisfied with your purchase and the retailer will be able to stay in business to serve you.
Copyright 2003 (Originally published in FLORIDA TENNIS - Feb, 2003)
By Peggi Chiarelli, MSM, Co-Owner, String Along With Vince
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Editor's note pertaining to all articles presented.
All articles are presented as they were written and published. Some information contained in these articles may have changed over the years. Please be cognizant of this as you read. Additionally, since these articles go back as far as 1994, some of the technology may have changed, and new methods and advancements may have come about. Please contact us if you have any questions.
