Good Guys, Smart Guys
♫ Come in and see the good, good good guys. Pay cash and we’ll slash the prices… ♫
If you live in Australia, you’ve seen the TV advertisement and heard the jingle. It’s a pretty simple proposition. It encourages customers to negotiate a price. I went to the Good Guys to buy a fridge and negotiate like everyone else does.
After we cut the deal and agreed on a price, I proceeded to pay in cash, when the sales guy said; ‘Credit card is fine. We are not that strict on cash payments these days.’ So I paid using my card.
It got me thinking about the truth of the Pay Cash and we’ll slash the prices tagline / tactic. It is a simple point of difference and traffic generator. The idea of the cash payment is really something that can only work on a micro level. A large retailer couldn’t dodge the tax man through taking cash payments and justify provide an unusually large discount. The supply chain has too many parties involved. Rather, it is used to appeal the the customer who thinks they are getting a better deal by paying cash. It’s perception marketing. The insight for startups is this: if this works for the customer, that’s all that really matters.