Last week I was looking into a service I’m going to use for my business. I hopped on Google, did the search, found an option and called customer service to get a better picture of the service itself. The person I talked to was friendly and engaging. Based on my interaction with him alone, I was ready to sign up. BUT, knowing I should do a bit more due diligence than one "feel-good" phone call, I looked into another provider.

The second provider was significantly cheaper and seemed to have the same services as provider number one. I liked the guy at provider number one though. So, I decided to give him a chance. I emailed him the link of provider number two’s website and asked him why I should choose his company over this other option.

When I received his response, it became a needle scratching on the record kind of moment. Below is the entirety of his response back to me:
I can only speak about our company and what we can provide for services.
If another company can provide a less expensive option and all other services are equal, then you have to take a good look at it as a viable option. 
Let me know if I can be of service.

This guy gets an A for his engaging personality and timely responses. Unfortunately, he gets an F for not differentiating his company from the other players.

I mean c’mon; come up with three reasons why your company is better– and more of a purple cow, to quote Seth Godin, then your competition. To tell me–with a smile– that I should consider the other company if the other company is cheaper and has the same services is, um…a good way to not be in business in say, 12 months.

Now, I do think there are times  that one provider should recommend a different provider to a potential client. Point them in a different direction, if you will. But not when the price and product are within the same zip code–not when a good explanation about the higher price, and why I should pay it, might have swayed me right back.

By the way, I took the guy’s advice. I went with provider two.