IAAF president Graham Knight has warned that the independent aftermarket could be set on a course for self-destruction if it stakeholders continue to focus purely on price ahead of value and customer service

In a recent IAAF's newsletter article aimed at garages, motor factors and parts suppliers, Knight said,  ‘Value means getting what you pay for. If service, quality, reliability and warranty back-up are better than your competitors, then all these elements should still command a good price. The challenge in the aftermarket at present is that we all seem to be disregarding value and service and focusing purely on price, and this is the road to ruin.’

The article went on to offer a number of tactics to combat price challenges. Knights said, ‘Each business has to look at its 'point of difference' and never tire of shouting about it. We need to be bold and take a long hard look at ourselves and say 'is our business set-up for the future? Do we communicate well with customers? When we are more expensive, do we explain the benefits and advantages of using us?’