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You Simply Can’t Sell to Everybody!
When in a particular segment of the market, you have to connect with the hearts of other players in there. In an interview luxury furniture maker VAVA’s MD, Michael Tawadrous granted, there was just a sync in our philosophy as a co-player in the luxury automotive and furniture care space?
Most people have asked us why our clientele is specialized and pricing far above average in the market. Here is a question he answered and it resonated with what we have held unto since Autosparkle ‘s relaunch.
Q: Don’t you think it is because your products are not affordable that most people prefer to patronise other roadside furniture makers who could equally give them something as good?
A: There is no business that can sell to everybody; affordability is relative. At the price level we offer, any reduction would alter the quality we offer, and that is certainly not something we are willing to do. The moment we reduce our quality, we would gain a lot more clients that can afford the new price level, but we would also lose clients that cannot accept the new quality level. That’s not our direction.
My thoughts — The moment you think as a business owner that you are out to serve everybody, that is the genesis of your struggles. That one shift gave us up to 23x revenues in 24 months. What are you deciding today?
