Quality is Remembered – the Price isn’t

I was driving through town the other day when I saw a landscaping truck with a perceptive quote on the back: “Quality is remembered long after the price is forgotten.” It turns out that this is reportedly a quote from Aldo Gucci of the famed Gucci luxury brand.

I think the same sentiment can be felt towards a domain name acquisition.

Oftentimes, a business will spend more money than it is comfortable spending to acquire the perfect domain name. The expenditure may be significant, and it could impact business operations in the short term. It can take a company time to wrap its collective “head” around the idea of making what could be deemed as a staggering investment in its branding and web presence going forward. In the short term, this can eat a massive chunk of a company’s cash reserves and may be painful.

In the longer term, many of these domain name acquisitions can lead to substantial growth. In fact, for some businesses, the entire brand is built around the domain name. The company exists and grows as a result of the domain name it acquired.

The purchase price, when looked at in the rear view mirror, turned out to be very small. The domain name catapulted the company’s progression, and the cost turned out to be relatively small compared to what the domain name produced for the company.

I think I will find a way to weave Gucci’s quote into a negotiation with a buyer that is having trouble justifying the cost of a great domain name.