The business environment is
getting tougher everyday. Competition is high. Even so more and more people are
getting into business not minding if they are truly ready for the challenges.
No wonder business is referred to as a 21st Century war. In the book
THE ART OF WAR by Tsun Zu, various marketing strategies were advanced in other
to rise above the competition. Among others, it was acknowledge that customers
are highly influenced by what they see.
Consider this scenario: Mr Jack
and Samson are in the same profession. Both of them are bidding for the same
contract. Jack approached the client on foot with a casual wear and submitted a
quotation of 150,000 naira for the project. Later, Samson approached the same
client with a ford jeep and well dressed. His quotation was 250,000 naira for
the same project. Who do you imagine would get the contract? Mr. Samson of
course.
THE LESSON
Quite too often this situation
plays out favouring the guy with a great impression of success. Clients hardly
care if you are more competent than the competition who flaunt his perceived
success or wealth by riding big cars and wearing exotic clothes to bid for a
contract. Understanding client behavior and psychology should make you to fake
it before you make it. In other words, if it is possible, rent a car and dress
properly whenever you are bidding for a big contract.
THE TRUTH
People associate poverty with low
quality as seen in the scenario above. Also, any cheap price raises
suspicion of low quality. For some
inexplicable reasons, the level of trust is raised or decreased depending on the
way you appear before the clients as seen in the scenario above.
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