Take Costs Away from Customers If You Want More of Them

Many for-profit manufacturers and service providers concentrate only on influencing their own prices and costs. In the process they ignore or are insensitive to what customers and end users pay to use these offerings. While this narrow viewpoint may be profitable, much more profit is missed because demand is dampened due to soaring costs incurred by customer and end users.
For example, my banker called to suggest that I open a new personal checking account. These accounts are free. I didn't really need this checking account, but my interest was piqued when he told us I would receive a free BlackBerry portable digital assistant (PDA). I didn't need a BlackBerry PDA, but figured that I could sell it on eBay and make a profit to put into my new checking account.
After signing up for a checking account, I learned that I would only receive a BlackBerry PDA if I subscribed to a service costing $720 for a year. Suddenly, I had a checking account and a "free" certificate for a PDA I didn't want to spend $720 to use. The bank had wasted its time and money on me, and I had a checking account I didn't need.
Presumably enough other people […]

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