OWN YOUR BRAND
I am an ADDICTION you can’t afford to run from.
My name is Adesewa. I am a business woman per excellence. Oh well, that’s what I like to tell myself. If you ask me, I do not out rightly say I am the best in town, but I can bet that we only need to do business together once for you to get addicted to my brand. It sounds proud yh? But then, the truth is, I am a Brand with a Class.
The first time I’d have an issue with a customer was about six months into my business, when this elegant looking woman walked into my office to make a business proposition to me. After listening attentively to her and seeing a great prospect, I gave her my price and boom! She exploded. This “tush” madam became an agbero in split seconds and I kept asking myself where she kept her elegance. On top price? I “shook”. Anyway, I tried appealing to her but mama no gree, she walked out of my office angrily. Sincerely, I was tempted to call her back, but the little ego left in me wouldn’t. My mood was ruined for the rest of the day because I wasn’t sure I had made the right choice by insisting on my price.
Two days later, I got a call and to my surprise, it was from my “Miss Elegant”. She was ready to do business! For a long time, I tried to figure out why she came back and when I finally did, it became a secret to the constant growth of my business. Ride with me guys!
The first thing every business person needs to understand is that, not everybody is your customer. CHOOSE YOUR TARGET AUDIENCE. No business is set out to satisfy everybody, rather, each business is set out to satisfy a group of people who always end up as your target audience. So, if you are a fashion designer for example, understand the set of people you want to make clothes for etc. You will realize as a business person that your price might be too expensive or maybe cheap for some set of people. Yet, you’d see some other people who would find your value worth your price. Those set of people, are those you need to fix your focus on. If those complaining are your customers, they’d come back to do business with you.
The second thing is not to ever make a mistake of bringing down your value to meet the status quo of your prospective customer. DON’T EMBARRASS YOUR BRAND. The truth is, you might not have an opportunity to redeem the image of your business, if or when you lose it. One major common mistake with business owners is that, they try to play safe by bringing down the value of that particular product, in order to still keep that customer. Guess what, people will judge what they see. Never do a job you’d be ashamed to associate yourself with. That means, regardless of how much you decide to collect for a job, that customer deserves the same value you would have rendered if you didn’t reduce the price. If the price can never give you that value, don’t do the job. You would be surprised that the same people you let down your standard for will get someone else to do the same job at a price even higher than the one you gave to them. That time, you’d only realize you have sold the integrity of your business. Don’t ever get to that point.
Another important secret to a successful business is setting a standard for your job. SET A STANDARD. The first step to failing in any business is if your price doesn’t complement the value of your product. Your customers must constantly tell themselves they haven’t made a mistake choosing you over others, even if you are ten times more expensive than thosepeople. You need to give them reasons to keep coming back especially because you are not the only person in your line of business. However, it is quite easy for you to maintain the loyalty of your own customers.
Importantly, all of these do not mean you cannot do free jobs or even reduce your price for some people, but, for whatever reason you decide to do any of these, make sure you do it in the same vein and with the same value you’d do a paid job.
In all, always have at the back of your mind that MONEY CANNOT BUY THE INTEGRITY OF YOUR BRAND.