Marketing: Never apologize for your price

Never Ever Apologize for your Price!

I don’t know if I would classify this as Rule #1 in marketing, but it is extremely close the top of my list. This is one of my biggest pet peeves when I’m training for marketing.  A customer will say, “Your food is too expensive. I can’t afford that.” and the sales person responds with, “Oh, okay, I’m sorry.” Then they will hesitantly add, “…but it’s better quality.”

Are you kidding me? Quality is everything! You get what you pay for. If you buy my food, think of all the places where you won’t have to spend that money – Doctor’s offices, supporting the animal concentration camps (CAFO’s), soil amendments because of depleted top soils, pesticides, antibiotics, and the list goes on.

At Polyface, we set price to cover our overhead expenses – including labor, processing and packaging. There is no need to apologize for wanting to make a decent living. We are not talking about gouging the customer, we are talking about making a decent living. Do not use my words against me here. (smile) However, to those who set their prices astronomically high, I have this to say: It’s a free country, nobody is forcing you to buy it. And certainly not many people will.

To better explain my point, I’ll draw from Joel – this is an excerpt listing Model Polyface Patrons from one of our newsletters.Characteristics of a Model Polyface Patron (#8 of 8):

Wealthy farmers.  Yes, we thought that would get your attention.  At Polyface, we want wealthy patrons.  We like folks who have enough money in their checking accounts to pay for groceries.  We like folks who own computers.  We like folks who have a cooler.  Model Polyface patrons also want farmers to be wealthy.   At least to make a good living.  The stereotypical redneck hillbilly D-student farmer relegates stewardship of our food system, soil, air, and water to the nitwits of society.  We can never change the food system until the best and brightest find romance and reward in this foundational agrarian vocation.  And anyone who thinks farmers don’t deserve to live as well as any urban upper middle class family disrespects the very essence of their dinner and the landscape their children will inherit.  At Polyface, we go to great lengths to be frugal, to be efficient, and to be economical.  But we do not apologize for the self-respect and personal pride in due compensation for a job well done.  And model Polyface patrons envision a day when their farmers can drive cars like their patrons. ~Joel Salatin

Your turn:
Do you think we are being egotistical when we say to never apologize for price?
From the post last week, does your price make a difference to the clientele you are targeting?

Food Buyers: 
What price is too high? 
Where do you draw the line? 
How much does quality play a part in what you will pay for something?  

Questions? Let’s talk.

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About Sheri Salatin

Sheri is married to Daniel Salatin. She is the marketing director at Polyface Farm and stay-at-home mom of three children. Sheri is passionate about clean food and is enjoying working the land along side her husband. When not farming, Sheri can be found reading, writing, sewing, baking and serving in her church family.

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