The catalogue has 4,000 lines. Customers know the price of nine.

Most businesses are judged on a fraction of their price list, and most manage every line as though it were the fraction that counts.

By Steve 4 min read
Abstract bridge artwork for The catalogue has 4,000 lines. Customers know the price of nine.

A distributor carrying four thousand stock lines and a contractor with a ninety-item rate card tend to hear the same sentence from customers: “you’ve got expensive.” Ask which items, and the answer is almost never four thousand, or ninety. It is a handful. The 25mm elbow. The standard callout. The delivery charge. The one consumable the buyer orders every fortnight and can price from memory. This is not a quirk of a few awkward customers. It is how buyers cope with ranges they cannot possibly evaluate line by line. Retail…

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