Price Quote for BM555HG: Benchmade 555HG Mini Griptilian Axis Lock 2.8″ Plain Satin Edge Black Handle
Due to the manufacturer’s restrictions, we are unable to advertise our price for this product. If you would like a price quote, please enter your email address below, or if you prefer, give us a call at 800.338.6799.
Other vendors are perfectly happy to post their prices for anything and everything Benchmade, but Knife Center can’t or won’t. What’s up with that, I wondered…
Because while I’m not exactly sure what all the Ten Commandments of e-commerce might be, “Thou Shalt Post Thy Prices” is definitely one of them.
Opaque prices interfere with quick gratification and discourage impulse buying, so if Knife Center is
coveting thy neigh I mean, not posting their prices online, there must be a compelling reason. Good or bad.
Bad reasons could include: “Our prices suck, and we’re firewalling them so that at least some customers won’t know the difference.” Or possibly “We’re tired of listing our prices and only capturing your IP address to sell to Google. Now we want your email address and/or phone number too.“
Before these dark conspiracy theories infected my temperament, I looked up the price of this Benchmade 555 Mini-Griptilian at other online vendors. Without dropping any other names, they were all happy to post their price online: eighty-five clams and up.
Then I called the 800 number for Knife Center and dutifully Pressed ‘One’ For Sales. After a wait of less than fifteen seconds I got my answer: $70. Knife Center can’t advertise this price on the internet, but I can and it’s pretty good.
Seventy bucks is apparently below Benchmade’s “minimum advertised price” for this model, which explains why Knife Center is keeping it on the Q-T. Minimum advertised pricing is neither new or unique to Benchmade. Most manufacturers do it as a way to buttress the credibility of their brand names, and to protect the legitimacy of their advertised price structures.
The moral of this story is that Knife Center’s strangely secret Benchmade pricing is no gimmick. Or if it is just a gimmick, it’s one I can deal with because it could save me money.