The person or team tasked with deciding
on a purchase will not choose a supplier or a
product that does not appeal.
          The idea of simply looking cheap in lieu
of any imagination in marketing is also coming
to a deserving end.
          For a prime time example of this you
need look no further than the new inexpensive
designer products, new television ads, and quality
in-store display designs for Target now being rolled
out across America. And sales are soaring.
          All based on the very recently completed
market research by one of the cheapest product
sellers in the business. Good design sells.
          Now before we list the touch points of
quality for a company, quality has so many
misconceptions in meaning that an explanation
of what quality is not is perhaps in order here.
           1. Quality is not high design.
           2. Quality is not haute couture.
           3. Quality is not sophistication.
           4. Quality is not elegance.
           5. Quality is not expensive.
          Doing something badly is the same cost
in human time and materials as doing something
that has the polished marque of quality.
          Quality is simply a matter of understanding
the uniqueness of your firm and then ensuring
that all your touch points with prospects are done
the best you can, in reference to your uniqueness.
          The use of the word uniqueness is used
purposely here because we see both truth and
honesty in all that your company does as being
a very important part of our notion of quality.
Another list, this one an example of touch points.
           1. The impression of your envelope.
           2. The impression of your letterhead.
           3. The impression of your business card.
           4. The impression of your receptionist.
           5. The impression of your salespeople.
           6. The impression of your proposal.
           7. The impression of your documents.
           8. The impression of your web site.
           The list goes on for as long as you want
to chase quality and just how widely you want
to differentiate your firm from your competitors.
          We can help in all aspects of quality from
changing your corporate image, to changing your
staff behaviour.
          Again, from a financial perspective quality
costs no more. The print cost for a bad letterhead
is the same for a good one. No more excuses.
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Telephone +61 2 8356 9799.

In brief.
a. Quality is not expensive, is not reserved for the rich, and is not a social characteristic of class.
b. Everyone likes good design.
c. Everyone will buy a cheap well designed product over a cheap poorly designed one.

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This page updated February 2010.

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