“GOOD morning, ladies and gentlemen. We are delighted to welcome you aboard Veritas Airways, the airline that tells it like it is. Please ensure that your seat belt is fastened, your seat back is upright and your tray-table is stowed. At Veritas Airways, your safety is our first priority. Actually, that is not quite true: if it were, our seats would be rear-facing, like those in military aircraft, since they are safer in the event of an emergency landing. But then hardly anybody would buy our tickets and we would go bust.
Your life-jacket can be found under your seat, but please do not remove it now. In fact, do not bother to look for it at all. In the event of a landing on water, an unprecedented miracle will have occurred, because in the history of aviation the number of wide-bodied aircraft that have made successful landings on water is zero. This aircraft is equipped with inflatable slides that detach to form life rafts, not that it makes any difference. Please remove high-heeled shoes before using the slides. We might as well add that space helmets and anti-gravity belts should also be removed, since even to mention the use of the slides as rafts is to enter the realm of science fiction.
Please switch off all mobile phones, since they can interfere with the aircraft’s navigation systems. At least, that’s what you’ve always been told. The real reason to switch them off is because they interfere with mobile networks on the ground, but somehow that doesn’t sound quite so good. On most flights a few mobile phones are left on by mistake, so if they were really dangerous we would not allow them on board at all, if you think about it..."
The list is endless (plastic forks, etc.) but the lesson is subtle: every business does this. From the standardized layout of a doctor's waiting room to the forms you fill out at the bank, we subject our clients and prospects to a little show that is not directly related to what we're doing for them. We're all doing theatre. We want our waiter to be better dressed than us, and the stockbroker's office to be as far away from an off track betting facility (or a laundromat) as possible.
Of course, the show is related to what we're selling. It's related for the same reason that the price of a cup of coffee varies by a factor of 120 depending on who made it and where you consume it. You don't have to like the fact that a show is going on, but you're part of it. The most successful organizations understand this and work hard to put on a show that works. One that doesn't get in the way of what we set out to purchase in the first place.
We won't be undersold
If you have a won't be undersold motto, the very best thing that you can do is find customers who find a better price somewhere else... and then give them the discount. Why? Because it proves you're not lying, and it spreads the word. Those customers are heroes.
Compare that approach to this one from Jason found at cou+rant.com. It appears as though Best Buy had a secret Intranet site that looked just like their regular site... except with higher prices on it. So, if you came in claiming that the store was being undersold by the website, it's alleged that employees would show you a site that sure looked like their site...exept you were 'wrong.'