Recession pricing from the other side of the coin…

My 30 minutes of CNN each morning is not exactly a calming start to the
day. The high-pitched, almost hysterical reporting - with edgy rock
music at the beginning and end of each segment (remember when CNN did
the news?) screams that there is an ugly recession about us and it
appears that the sky truly is falling. To make us feel better though,
the trusty CNN reporters tell us about all of the great deals around –
on everything from our morning lattes to condos in South Beach. And,
we’re told, we should feel free to demand the bargains from any company
lucky enough to have our business in these uncertain times.

As a
consumer, this certainly resonates. And we want our customers to
continue to feel comfortable shopping with us. Here at Admiral Road we
offer regular discounts to our customers as a part of our newsletters
and Facebook pages and we have extra recession-busting coupons lined up
for our Facebook group members.

I am however, a little worried
about that guy making your morning latte. Odds are he hasn’t
experienced any significant drop in his costs. And it follows that if
the economy is sluggish, he’s probably selling fewer of those lattes to
start with. Has his rent plummeted to meet the struggling economy? Of
course not. So now, Mr. Latte Maker is making less money and is being
asked for discounts left, right and center. What’s a guy to do?
Hopefully he’s got the same kind of great, loyal customers as we do.
But I’ve got a sinking feeling that he’s going to be discounting
himself all the way to the poorhouse.

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