“What’s this worth?” It’s the question at the heart of Antiques Roadshow. No matter how junky or strange the item, no matter how useless it appears, everyone’s hoping they’ve scored a prize worthy of a giant price tag or a spot in the Smithsonian. The real value of anything is in the mind of the buyer or customer. A visit to eBay tells you the same thing. A buyer recently bought a vintage needlepoint design first manufactured in the 1970s. She’d stitched one for a friend while in college but always regretted not making one to keep. The original price on “Siamese Cat in Wicker Chair” was about $8, but she happily bid four times that amount as soon as she spotted it online. “I had to have it,” she explained. “It’s as lovely as I remembered and brought back the happiness I felt when I first saw it years ago.”
If value is intangible, especially in business, the memory of value is even more elusive, but is the key to success. A returning customer recalls that he’s been treated well and values the ease of today’s transaction. In a crazy-busy world, the value of that reassurance beats any treasure on Antiques Roadshow. How do your customers rate their repeat experiences with your business?