No problem see you outside "Better Buys" where your taking back some useless branded piece of junk you could have saved yourself 15% online for................
What you are forgetting is, that not all customers are alike.
What use is it for a company to buy a cheap computer at Amazon and when something breaks, they say: Send it back you'll get a refund. A home users says: Great service! No hassle, I just get my money back and buy a new one.
A company says: Are you kidding me, if you do not have an expert technican here to fix it within one hour, go screw yourself! I have employees here that cost me money and can't do any work and I have orders to fulfill.
The point is: To develop a brand you have to closely look what your target market is going to be.
Developing a brand means exactly not to try to serve everybody.
Different customers have different needs. The key is to identify your target market. Like I said in my post above - the key to success for me was not to go for those who want cheap products but for those who care more for service and reliability.
I have people call or write emails and they ask for discounts - and I decline them. Often they buy regardless of the higher price. The question is - why do they even ask for a discount when they can have dicounts on other websites without even asking? Why do they write: Website xy offers the product for $x less, can I have the same price - instead of ordering there there right away? Clearly because they recognize that I offer more than the others do.
Why do people buy a game on Steam when they can have it for $10 less when ordering at Amazon? Because on Steam they can start playing right away and on Amazon they have to wait for one or two days. Price is not everything but customers are willing to trade price for speed, reliability and many many other factors.
[edited by: jecasc at 9:10 am (utc) on Nov 14, 2012]