“The cost of quality is the expense of doing things wrong.”  -Phil Crosby

 There’s an idiom, that you can always do things for less.  Cheaper.  You hire a professional to paint your fence and pay a premium, and they will strip the old paint off first.  They will sand the wood- if need be.  They will treat it.  Then they will paint it.  They may even apply multiple coats.

Conversely, you could hire another painter, who charges a rock bottom price, and promises little by way of quality.  They don’t come to you with recommendations or industry accolades.  Your fence gets painted with inferior quality paint.  And one coat is applied heavily, covering the dirt and grit on the weathered boards.  The soil, grass, and bugs on the fence are also painted- complimentary.

One will be appreciated over time, and will require less upkeep, whereas the other will be in need of upkeep, and will become an eyesore, in a short amount of time.  Eventually, this job may end up costing more, because you’ll have to once again correct what should’ve been in the first place.

When we follow cost as the pinnacle of our decision-making process, we’re likely to compromise the integrity of our dollar.  Sometimes, the purchasing power of a dollar is the exact measure of the fair market price.  And with that, we have to expect measures of quality and perceived value from the consumer.  The best may cost a premium, but the cost of certainty, rather than buyer’s remorse may be enough to qualify the purchase.

We don’t compromise quality, or integrity of our practice, and in time, we can assure our customer that they’ll be able to take solace in their decision to choose to do business with us.  They’ll be able to, with confidence, recommend our products and stand by them, knowing that the end user will be pleased with the results.

It’s this level of quality and craftsmanship that you can’t always put a rock bottom price on.  There’s exponential value in that.

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