Month: February 2015

If you’re a nut afficionado, you’ll know that cashews are usually the most expensive nut on the shelf.  They are usually the most coveted in the “mixed nuts” offerings, and command a premium when sold on their own.  I never really considered why.

Then I received a mailing from Heifer International, a charity that empowers people around the world to earn a living through farming or livestock and then to pay it forward and help others.  One of my recent donations helped a Vietnamese family set up a business cleaning cashews.  “You’ve probably never seen a cashew that wasn’t shelled,” the letter read.  “Cashew shells and oil are quite toxic and require gloves and very high heat to avoid sickness.”  Who knew?

And because of the extensive process to extract them, cashews cost more in the end.  It makes perfect sense.

Do you have a process that requires extra attention or labor, resulting in an increase in price on the back end?  Maybe you think it is obvious to your clients why there is a surcharge, but it may not be.  

Helping your customers understand your rationale may make them more rational about accepting it.  They might not be nuts about it, but at least they won’t go nuts either.

My friend has an Otter Box phone case — the industrial strength kind that is designed to protect his phone when he drops it off the roof at a construction site or it falls from his pocket on concrete.  He sings its praises all the time, and recently said: “I would do a commercial for these guys — for free!”

It got me thinking about who I would do a commercial for.  Good old Noxzema face cream. Benadryl anti-itch spray.  The world’s greatest Blizzak snow tires.  Diet Coke, especially from McDonalds where it is always extra cold and delicious.  Of course, Sharpies, the greatest writing implement on earth.  And Aveeno skin relief hand cream (not lotion) that truly was recommended to me by a dermatologist.  

It is an odd assortment of products that have earned my brand loyalty.  Too bad that none of them know it or have capitalized on my devotion.

Maybe there are people out there who would gladly taut your organization or sing your praises — if you only asked them to.  We rely on voluntary heralding via social media, but it may be in your best interest to actually solicit feedback.  The testimonials you receive could be telling.