You haven't got anything to sell but quality

I'm reading numerous books on quality as I prepare for my ASQ Certification and I really liked the quote I found below:

Your customers are in a perfect position to tell you about quality, because that's all they're really buying. They're not buying a product. They're buying your assurances that their expectations for that product will be met.

And you haven't really got anything else to sell them but those assurances. You haven't really got anything else to sell but quality.

(Guaspari, in Kan)

Regards!

Basil the Bugsmasher