07/30/2021
A CONVERSATION ABOUT PERCEIVED VALUE:
A customer asked me how much it would cost for a pasture raised chicken.
I gave them a price of $4/ lb.
The customer responded: That’s seems really high.
I asked: What do you think is a reasonable price for this?
The customer answered: $2 maximum
I responded: Ok, then I invite you to grow it yourself.
The customer answered: I don't know how to.
I responded: Alright, then how about for $2 /lb, I'll teach you how to. So besides saving you $2 / lb, you'll learn valuable skills that will benefit you in the future.
The customer answered: Sounds good! Let’s do it!
I responded: Great! To get started, you are going to need some things. You will need a day old broiler chicken, 12 lb. of quality feed, feeders, waterers, an area inside to raise this bird for the first 3 weeks, electricity for this indoor area, a quality pasture area for this bird to live on for its remaining 4 weeks, an outdoor shelter, countless gallons of water, electric poultry fencing to protect this bird, etc. Not to mention, there is a very real possibility that your single chicken, doesnt survive the 8 weeks it takes to grow. Injury, illness, and unexpected weather conditions are always present. Now, you are back to square 1.
The customer answered: But I don't have any of those things and I can't justify buying all of these for one chicken.
I responded: Ok. Well then for an additional $1.50 / lb, I can rent my supplies, building, and pasture to you to use to grow this little chick.
The customer answered: Okay. That’s fair.
I responded: Great! We will start the project on Monday.
The customer answered: I work Monday through Friday. I’m only available on the weekends.
I responded: If you want to learn from me then you will need to work when I work. This project will take 8 weeks, so you will need to be here at least an hour every day for the next 56 days.
The customer answered: That means I’m going to have to sacrifice my time for 56 days.
I responded: That’s true. Remember, when you do a job yourself you need to account for unproductive factors.
The customer answered: What do you mean by that?
I responded: Raising a chicken completely from start to finish includes time spent to plan the project, pick up materials, travel time, gas, set up time, clean up, and waste disposal amongst other things. That’s all in addition to the actual project itself. And speaking of materials, that’s where we will start on Monday so I need you to meet me at the feed at 6:00am.
The customer answered: At 6am?!! My work day doesn’t usually start until 8am!
I responded: Well then you’re in luck! The Chick shipment will arrive at 8am. We'll start then, but to do so we have to start at 6am to get materials picked up, loaded and delivered to the farm. Then I need you back here after you've worked all day to move your bird to fresh pasture every day. Saturday and Sunday included. No days off here.
The customer answered: You know, I’m realizing that a lot more goes in to quality food than what a customer sees in the finished project. Your proposal of $4 / pound is very reasonable. I would like you to grow my chicken.
CONCLUSION:
When you pay for a job, especially a custom job, (whether it’s a physical project or digital project or GROWING AND RAISING FOOD) you pay not only for the material and the work to be completed. You also pay for:
✔️ Knowledge
✔️ Experience
✔️ Custom Skills
✔️ Tools
✔️ Time to plan
✔️ Time to prepare
✔️ Professionalism
✔️ Work Ethic
✔️ Excellence
✔️ Discipline
✔️ Commitment
✔️ Integrity
✔️ Taxes
✔️ Licenses
✔️ Sacrifices
✔️ Liabilities
✔️ Insurance
If you desire fresh, healthy, locally grown food, please don’t disrespect a farmer by trying to get them to lower their prices.
If their proposal exceeds your budget, there’s nothing wrong with going elsewhere.
Just remember.. you get what you pay for.
👉🏼 FARMERS: Know your worth and be confident in it.
👉🏼 CONSUMERS: Recognize their worth and be respectful of it.
Sharing this to support all my friends, family and clients who are Farmers, Entrepreneurs, Business Owners and Tradesman.
-Unknown
