Author Topic: The HIGH CO$T of CHEAP PAINT !#?*!?!%*#@!?  (Read 1361 times)


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The HIGH CO$T of CHEAP PAINT !#?*!?!%*#@!?
« on: 23 December 2010, 10:46:31 PM »
The HIGH CO$T of CHEAP PAINT !#?*!?!%*#@!?
By Craig Miller, Senior V.P., Procaps LP

In every business, nobody wants to pay “too much” for the goods and products they resell. It just makes good business sense to get the lowest price possible for your stock, in order to get the highest margin that’s reasonably possible. But sometimes, this effort to reduce costs can go too far and backfire. With consumable products like paintballs, a commodity mentality tends to creep in, and many unwary field operators have been tricked into paying to LITTLE for paintballs, a mistake that soon carries a very high penalty.

With paintballs, this basic rule is inescapable: The good stuff usually ain’t cheap, and the cheap stuff usually ain’t good… nevertheless, many newer players and inexperienced field operators still naturally WISH for paint that is consistently good and cheap at the same time. That wish is human nature in every consumables-based industry, from restaurants to bars, from apparel to paintball. Still, the facts repeat themselves every week when some newer player or field operator buys some unknown brand from some website for a dirt-cheap price, and gets a box or skid full of infuriating paintball soup. They saved nothing, and lost everything.

For field operators, what is worse than simply getting burned on a cheap skid or two is the proven fact that disappointed or frustrated players at your field tell MORE people about their bad experience than your happy Customers do. Time and again, marketing studies have indicated that a pissed-off customer may tell as many as four times MORE people about their BAD experience as a happy customer. If a Player comes to your field for a thrilling, adrenaline-charged Paintball experience, but spends the day squeegying liquid spooge out of his dripping barrel, you can bet he’ll become your worst public-relations nightmare.

The vast majority of efforts to save an extra few bucks on field paint usually result in inconsistent shipments. You may get a good shipment or two, but suddenly, on that busy day, here comes the nightmare; excessive barrel cleaning (or more painful welts), jammed guns, play stoppages, loud player complaints and distractions at the paint sales counter, and a bad day for your park full of customers and your entire staff. For the most experienced operators in the game, it’s far easier to pay slightly more for a reputable quality paint in order to gain the most consistent reliability, which keeps the players shooting and smiling and using up more and more paint, which results in more and more sales and repeat visits.

Field Operators should think of every rental marker as a cash register: EVERY TIME THE GUN STOPS RUNNING, it’s like your cash register broke, so that Player will be able to buy less, they’ll begin complaining to everyone, they’ll stop your sales flow, consume your staff’s time, and they probably won’t be back. Why not? Because "If you don’t take care of your Customer, somebody else will".

Another economic disaster that plagues every “cheap-paint” field operator (without their knowledge!) is that cheap no-name paintballs offer no “Field-Paint Only” protected colors. Thus, players can buy your same color paintballs elsewhere, and shoot them on your F.P.O. field without bringing you any income at all, like sneaking their own food into your restaurant. To combat this costly loss of Field revenue, some distributors offer “protected field colors” that are available exclusively to official Game Fields. This greatly reduces the possibility of having people illegally sneak onto your field with their own paint in your F.P.O. color. For additional protection, some distributors offer programs to custom print you logo or business name right on every ball, further helping to enforce your Field-Paint Only policy.

John Ruskin, the famous and influential author and social commentator, wrote The Common Law of Business Balance: “It's unwise to pay too much, but it's worse to pay too little. When you pay too much, you lose a little money - that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do. The common law of business balance prohibits paying a little and getting a lot - it can't be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that you will have enough to pay for something better”.

Another great quote on the economics of quality says,
"When the sweetness of the low price is forgotten, the bitterness of poor quality lingers on…”.

Remember: The smiles on your Players’ faces are worth a fortune, and they’re available for only slightly more…