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Vituperation (1): emphasizing the high financial value of natural stone for the buyer

Vituperation.

Sustained high value is a good sales argument, longevity, on the other hand, puts stone out of reach for private buyers

In the e-mails we receive from our readers we often find lamentations on false reports by competitors of natural stone aimed at exercising pressure. But we get the impression that the stone branch often sheds unfavorable light on its own products. Let us call this behavior vituperation and take a closer look at some of the aspects involved.

This time: natural stone is very costly, it is claimed.

In our opinion the stone branch has generated this negative claim itself – or supported it at the very least – by claiming that natural stone enjoys near unlimited longevity.

While this is true and adorns the product e.g. when a sales pitch expounds on luster and glory of the product. The fact that stone ensued eons ago is obviously positive as well.

But: is this really a good sales argument, e.g. if a buyer is choosing a new kitchen counter top, or when eliminating other products for a terrace surface or window sill?

The arguments of longevity are counterproductive. The vendor propagates a distinguishing factor which does not interest the buyer because he doesn’t need extreme longevity.

Vendors convey the impression that the material is unnecessarily costly.

However: the sales pitch of durability is not wrong per se – provided the vendor singles out sustainability as a positive aspect, i.e. sustained high financial value as brought forth be the Marble Institute of America (MIA) recently.

Particularly now that so many well-to-do have lost confidence in the financial markets and at a time of low interest stone is an attractive buyer investment.

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(27.02.2016, 02.27.2016)