It’s Sunday night and I got back from the mall several hours ago.

Since then I’ve been thinking about what I observed at the mall.

I keep hearing, “people aren’t buying” – “the economy is bad”.

And there is truth in that. But yet, at 5:11 PM there was still a line outside the Apple store. People impatiently waiting to buy an IPhone. At the front of the store, an employee is stationed to only let in a few customers at a time. What does all of this mean? How could these people be buying an expensive cellphone that they may really not need if there is no money in the country?

The answer is: Value. Perceived value by the customer.

People want the IPhone! It could be for ego reasons – maybe they want to be one of the first to own an IPhone. Or maybe they are techie-type people that just love gadgets. And some just feel this is the phone they really need for their business, school or lifestyle.

But for whatever reason, they’re buying.

So how does that apply to us in our businesses?

We have to rethink what we do and see how we can increase the value of what we give customers.

Throughout the years, I’ve heard from many CEOs, presidents and business owners whose sales people claim they can’t sell the company’s goods or services because they cost too much or someone is selling them cheaper.

Companies that survive are the companies that work at giving value and having their customers perceive the value and service they are getting is worth what they are paying.

Of coarse, there are exceptions. Wal-Mart being one. But most low cost operations go out of business.

Give your customers value and service.

Not only will they prosper but so will you.