What is more important when selecting a product or service – low price or high quality? It can be tempting to cut corners in hopes of a better bottom line, especially in times of economic uncertainty. But does that cutting corners save anything in the long term?
There is a story shared in my family that speaks to this. Years ago, while shopping in England, my father hesitated at the price of a well-made pair of shoes. The salesman looked at him and said, “The quality remains long after the price is forgotten.” Simple, but powerful.
I’m not sure if he even bought those shoes, but we’ve all seen examples of how choosing quality over the lowest cost pays off. A well-maintained, high-quality piece of equipment will cost less per hour used than a poorly built option with a lower price tag. Investing a bit more in hiring a staff member with exceptional skills and experience can elevate your organization.
In agriculture, decisions around quality have a lasting effect. Many years ago, we were selling corn seeds for the domestic market and focused on increasing quality. We selected only the highest-performing seeds to move forward and discarded any seed that could technically be sold, but didn’t meet our standards. It wasn’t the cheapest route, but it drew attention. The top ten corn farmers started buying from us, many others followed their lead, and we pulled market share from some of the main seed companies. Our reputation grew, and when a major player was looking for a new licensor to sell their genetics, we were selected as their exclusive distributor in our market. In just eight years we became the seed corn leader in the market and multiplied our sales by 14 times.
When we commit to choosing quality, we enable ourselves to deliver it consistently and confidently. You cannot fail. We can rely on the strength of our tools and inputs, which clears the way to think bigger. A benefit of prioritizing quality is that top-tier collaborators lean into partnerships with those who share their high standards. The result? Increased potential for growth and innovation.
A consistent commitment to quality sends a clear signal: you take pride in your work, you respect your customers, and you’re here for the long haul. Word of mouth driven by reputation travels faster than any marketing campaign. When quality becomes part of your identity, it turns into a competitive advantage no one can undercut.
In the end, people don’t remember the invoice. They remember what worked. What held up. What delivered.
As the shoe salesman said, “long after the price is forgotten, quality remains.”
