Comparing Apples to Apples
I have had customers call for a quote on rubber flooring, only to get a response afterwards that they have found a similar flooring for much cheaper. This comes as a shock, knowing that we are aligned extremely closely with our manufacturer and that our prices are as competitive as they can be. After doing some research, with the information my customer gave me about the cheaper product, the old adage of “comparing apples to apples” comes into play.
“Comparing apples to apples means comparing things that can reasonably be compared, while the phrase apples to oranges often is used to represent a comparison that is unreasonable or perhaps impossible.”
A very common size in our industry for a sports flooring is 3/8” (10mm) thickness. This has come about for a multitude of reasons, including: impact, compression, strength, rigidity, and longevity. When I asked my customer if he was comparing our quote to an inferior product, he said, “No, I think it’s the exact same product.” This turned out, not only to be untrue, but our price was actually much better in the end.
The competitor quote was on a specific name brand of flooring, and did not indicate anywhere on the quote the thickness of the flooring. In truth, the flooring was only 1/4″ (6mm) thick, but was sold as comparative in both quality and performance to our flooring. This is, for lack of a better term, a “trick” used by companies to compete against superior flooring. Clearly, my potential customer had been duped.
A simple calculation can be made to determine the true cost of what you are buying. I will use this incident as an example:
- We quoted a 10mm flooring at $2.76/square foot.
- My customer received a quote of $2.22/square foot for a 6mm flooring.
- You simply divide 2.76/10mm = 0.2760 * 6mm = $1.66/sq.ft.
- This means that if we were to quote the same 6mm flooring without adjusting our pricing at all, we would quote it at $1.66/sq.ft.
- That is a 25% difference in price… after all, we have the ability to quote thinner flooring, if that’s truly what this customer wanted.
Please consider what we have just reviewed when making a decision about rubber flooring for your home or facility. Ensure that you’re not comparing apples to oranges, and just because a number is smaller, that does not mean you’re getting a better deal.
Written by: Erik Burden, Product Specialist