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Quality and reputation are far too intangible for many people to bank on when competing against $$.
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To a certain degree this is correct. I've seen many businesses go under based on the owner having the thought in his head "It's a great product people will buy it, I don't need to do any more". On the other hand everyone here can see if you don't charge enough then there is no reason to do what you do. Your only alternative is come up with a way to compete against the low ballers with your quality. I agree 100% with Dana that education is the way to make this happen, but it is a long term plan.
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I am amazed at the number of phone calls I get from people saying they are getting ready to do a show and need to buy some animals to take there. They want the animals to show up as close to the show as possible. I've actually had people request that I bring animals with me to deliver at a show so they could put MY animals out on their table at the same show!
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And how many breeders cut their own throat by making that exact sale to make a quick buck. Personally from what I've seen in this industry you need to make a decision on what your target market is going to be. If your going to target retail customers then don't sell to brokers/dealers who are going to sit across the aisle from you and compete directly.
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And the internet is not much better.
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I'm going to disagree here. I see more and more people doing research online about their pets. I get emails on a daily basis of people asking about husbandry, cross referencing other sources, and comparing prices. While it is time consuming to answer these emails they are the perfect opportunity to show your customers why it is better to buy from you than the other guy.
With tools such as the BOI it is easier to check out places you are buying from.
In line with the thread about proper communication skills being a basis for dealing with someone, looking and acting professional is a definite sign about the care and quality you will get from a company. While you can "fake" this with a professional looking site and shiny brochures it is a definite criteria upon which your company will be judged.
Marketing and sales will get you the first purchase. The profit margins on this first purchase will not be large if existant at all since you spent a large amount of time and energy to get it. Customer service and quality products/animals will get you the continued purchases which is where the money is at.
