Why We Don’t Compete on Discounts

We once received this message from a potential customer:

“We found somebody who can build them cheaper. I’d really like to go with your company as you were recommended so would appreciate any discount x”

There's absolutely nothing wrong with asking. If you don't ask, you don't get.

But this message always stuck with us; particularly this bit:

“I’d really like to go with your company as you were recommended…”

They'd been recommended to Home Flatpack. They wanted to use us. But somebody else was £80 cheaper.

We didn't match the price.

Not because we were offended by the question, but because we made a decision a long time ago:

We don't want to compete on being the cheapest. We want to compete on being really good at what we do.

There will always be somebody cheaper.

If we reduced our prices every time somebody found a lower quote, we'd eventually have to start removing some of the things that make Home Flatpack, well… Home Flatpack.

You're not simply paying for somebody to arrive with a screwdriver.

There's planning, communication, our installer network, insurance requirements, Digital Installer IDs, installation information, quality processes, photographic evidence, customer sign-off and support if something doesn't go quite to plan.

Hopefully, you'll barely notice most of it.

That's rather the point.

We don't discount. We add.

Rather than knocking £20 off an installation, we'd often rather give you something useful instead.

That might be a complimentary time-slot upgrade or an additional Home Setup service while we're already there.

£20 off is £20 off.

Getting that mirror that's been leaning against your wall for six months finally put up?

Arguably rather more useful.

But loyalty is different

There's an important distinction.

We won't reduce the value of today's work simply because somebody else has quoted less.

But we absolutely believe in rewarding customers who choose us again.

Home Flatpack Rewards allows customers to earn rewards from their bookings which can be put towards future Home Flatpack services.

That's not us saying our next installation is suddenly worth less.

It's us saying:

Thanks for coming back.

And we think loyalty should work both ways.

Price isn't the same as value

We're not suggesting that a cheaper installer is automatically worse. There are some brilliant independent installers and tradespeople out there.

We're simply saying that price is only one part of what you're buying.

The customer who sent that message had already been recommended to us by somebody who trusted Home Flatpack enough to put our name forward.

Recommendations like that aren't generated by discount codes.

They're earned by doing a good job and giving people a reason to recommend you.

So you probably won't see a 20% OFF THIS WEEKEND ONLY!!! banner flashing across our website.

But we might give you a little extra.

And if you've trusted us before, we'll reward you for coming back.

We think that's better.

We don't compete on discounts. We compete on value.