#8 – Paying a Premium for an Illusion (Micro-Podcast) | Over the Bull®
Ever wondered what it’s like to pay four times more for something that’s worth a fraction of the price? That’s the real-world experience I walked into last week—and it’s a perfect example of what we talk about on Over the…
Ever wondered what it’s like to pay four times more for something that’s worth a fraction of the price? That’s the real-world experience I walked into last week—and it’s a perfect example of what we talk about on Over the Bull: real stories, real lessons, and real cautionary tales from the trenches of business and marketing.
The Setup: A New Client and a Promising Vendor
I was recently asked to qualify a potential vendor for a newly acquired company. The goal? Join a Zoom call and evaluate whether this vendor was the right fit to support our client’s digital growth. Simple enough.
The vendor had all the optics: a custom-branded portal, a polished presentation, and a seemingly comprehensive list of digital services. They talked about local business optimization (focused on Google Business Profile), NAP score improvements (that’s Name, Address, Phone number), review management, call tracking, Google Ads, and even blog writing and basic website optimization.
Spotting the Bull
But something wasn’t adding up. About 10 minutes into their pitch, I realized what I was really looking at: a repackaged reseller product.
Not only was the entire demonstration based on tutorials and workflows from a third-party platform I recognized, but there was minimal evidence they were adding any value beyond what that platform already provided. So I called it out in the meeting: “Is there anything you’re doing beyond what this platform offers?” Their silence spoke volumes.
Why Reseller Packages Can Be Dangerous
Here’s the problem. When you’re buying from a reseller who adds little to no actual service, you’re essentially overpaying—by a lot. And in this case, the markup was astronomical. That’s not just bad business; it’s dishonest.
1. Overpricing Without Value
You’re not just paying more—you’re paying multiples more for something you could easily do yourself or hire for less with more impact.
2. Lack of Transparency
Resellers often don’t disclose what tools they’re using. That creates a trust gap. As a client, you think you’re getting expert, hands-on help. In reality, you’re often just getting a dashboard and a bill.
3. Limited Flexibility
Even if the platform is decent, it usually can’t adapt to your unique needs. It’s like trying to fit everyone into a size seven shoe. It might look good, but it won’t work for everyone.
LISTEN NOW:
#8 – Paying a Premium for an Illusion (Micro-Podcast) | Over the Bull®
Ever wondered what it’s like to pay four times more for something that’s worth a fraction of the price? That’s the real-world experience I walked into last week—and it’s a perfect example of what we talk about on Over the Bull: real stories, real lessons, and real cautionary tales from the trenches of business and…
Ever wondered what it’s like to pay four times more for something that’s worth a fraction of the price? That’s the real-world experience I walked into last week—and it’s a perfect example of what we talk about on Over the Bull: real stories, real lessons, and real cautionary tales from the trenches of business and marketing.
The Setup: A New Client and a Promising Vendor
I was recently asked to qualify a potential vendor for a newly acquired company. The goal? Join a Zoom call and evaluate whether this vendor was the right fit to support our client’s digital growth. Simple enough.
The vendor had all the optics: a custom-branded portal, a polished presentation, and a seemingly comprehensive list of digital services. They talked about local business optimization (focused on Google Business Profile), NAP score improvements (that’s Name, Address, Phone number), review management, call tracking, Google Ads, and even blog writing and basic website optimization.
Spotting the Bull
But something wasn’t adding up. About 10 minutes into their pitch, I realized what I was really looking at: a repackaged reseller product.
Not only was the entire demonstration based on tutorials and workflows from a third-party platform I recognized, but there was minimal evidence they were adding any value beyond what that platform already provided. So I called it out in the meeting: “Is there anything you’re doing beyond what this platform offers?” Their silence spoke volumes.
Why Reseller Packages Can Be Dangerous
Here’s the problem. When you’re buying from a reseller who adds little to no actual service, you’re essentially overpaying—by a lot. And in this case, the markup was astronomical. That’s not just bad business; it’s dishonest.
1. Overpricing Without Value
You’re not just paying more—you’re paying multiples more for something you could easily do yourself or hire for less with more impact.
2. Lack of Transparency
Resellers often don’t disclose what tools they’re using. That creates a trust gap. As a client, you think you’re getting expert, hands-on help. In reality, you’re often just getting a dashboard and a bill.
3. Limited Flexibility
Even if the platform is decent, it usually can’t adapt to your unique needs. It’s like trying to fit everyone into a size seven shoe. It might look good, but it won’t work for everyone.