I recall a recent story that was related to me by one of our Account Managers, where a potential customer drove his truck to a CRYSTALYX® Dealership and said, “What is your price on a tub like this?” He was pointing to a low-moisture block that was made by a competitor and labeled for a local chain of feed stores. Obviously the customer was making the buying decision entirely on price, and the only difference he saw between the tubs, was in fact, the price. Everyone has that right when faced with a purchasing decision. Do we look at features, benefits and value, or just ask for a price? I will have to admit that I purchase gasoline or diesel almost purely on price and convenience of the filling station. For other items, I’d generally like a little more information.
You probably would not drive a 70’s era Volkswagen Beetle into a Cadillac Dealership and say, “What is your price on a car like this?” True, Cadillac’s and VW Bugs have 4 tires, 1 motor, a steering wheel and some glass windows. After that, the similarities end. Not many vehicles today use an air cooled engine setting over the rear axle. Most vehicles now have a heater that will actually keep you warm, thanks to the use of liquid cooled engines. Still, if the Cadillac dealer is going to shoot you a price on a 4 wheeled vehicle, it will likely be a bit higher than the VW Bug you just drove in. Most of us can justify the price difference there. Buying a vehicle entirely on price it probably not the best way to get the most value for your dollar. There certainly are features that we want, and will pay for in a new car or truck.
But, are there other areas where our buying decision should be entirely based on price? How about buying bulls and replacement heifers? Are the cheapest always the best? Maybe when buying hay bales over the phone from farmer 6 hours away, do we just ask him for the cheapest thing he has that was rolled up in a John Deere 568 baler? Maybe it’s vaccines and ear tags – surely the cheapest will be the best value?
How about we turn this around and imagine that we have not purchased our genetics, feed, supplements and pharmaceuticals on a low bid process. Rather, we have looked for the features and benefits we desire in each, and have purchased accordingly. Now when it comes time to market those animals, be they bulls, heifers, calves or fat cattle, do we seek out a buyer that is only interested in purchasing (our product) based on the lowest price? Or would we rather the potential buyer understand why our cattle are a better value, even at a higher price?
Back to that tub in the customers truck at the beginning of the article. It most likely was not the result of any research. It was not likely produced on a computer controlled batch production system. It was not manufactured in a facility that was ISO 9001 registered or HACCP approved. I know the manufacturer of that block could not offer an FDA approved low-moisture block with an ionophore like Bovatec®. They could not offer the BioBarrel® as a degradable container option, nor could they offer the steel barrel as a returnable option. No, you would be forced to purchase yet another plastic tub that will need to be disposed of at some later date, once you fished it out of the stock dam. Undoubtedly, the manufacturer did not offer to support local youth groups through a program like Earn to Learn™.
Just as with the comparison of the Cadillac to the VW Bug, there is more value in every barrel of CRYSTALYX® than the competitive product, who’s only claim to fame is, “we have the lowest price per tub.”
CRYSTALYX® Brand self-fed supplements offer you the highest value for your dollar, and are an excellent way to maximize your returns from a supplement program that’s available 24/7, while minimizing your investment in time, labor and equipment.
