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The Price Is Right?

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  • Posted on 23rd Sep, 2022 04:02 AM

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This story appears in the October 1999 issue of Entrepreneur. Subscribe »

Whenever a prospective client asks Curt Nelson for the cost ofhis product, he always replies with the same answer: "I'mnot sure." Exactly why does he do this? Nelson says hehonestly doesn't know the cost until he talks to the customer,and, equally important, he doesn't want to get into a pricewar.

"Price isn't [the only thing] that drives a customer,even though everyone thinks it is," contends Nelson, 47,president of Crystal Group Inc., a Hiawatha, , computermanufacturer. "The real issue is always value. Think of itthis way: Would you eat the cheapest hamburger simply because itcost next to nothing, regardless of how it tastes?"

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