Are You Selling Quantity Or Quality?

There are two main ways to sell products and services (this includes applying for a regular "job" as well, by the way). I would call them the "McDonald's style of selling" and the "Armani style of selling". The marketing style of each of these types is different and produces different results.

McDonald's Restaurants and similar businesses owe their success to size, consistency of products and service, and impeccable business systems. Because of those things, they can afford to charge less than other restaurants. They don't advertise "good" food, they advertise that it's "cheap, fast and always the same". You don't walk around with pride that you eat there, in fact you may eat there despite your best judgement. They often mention the newest deal or special. Low price is very important in this style.

Armani, on the other hand, doesn't mass-produce the same way. They don't advertise price, they advertise the "value" of the purchase. People buy Armani suits because of image (ie. "If I have an Armani suit, I look rich and successful") and because of lasting value. A Walmart-bought suit may be much cheaper but it also falls apart after the first wash. An Armani suit may in fact be a better buy in the long term.

When you are marketing your business or yourself in job interviews, know which style you want to use to market. In the "quantity" based selling, you will attract more customers, more easily. The price you pay for selling this way is that the loyalty of your customers goes only as far as your lowest price. As soon as a bigger competitor offers a better deal, your customers are gone. Also, you may work longer hours without the rewards.

In the "quality" based selling, it will likely take more time to find your customers or a job that fits. Also, you will need to spend more time on positioning your services as uniquely valuable. The good thing is that you are seen as a partner to your customers and it is difficult to replace you. You will have a far higher customer loyalty and likely a high satisfaction level, too.

© Pavla Michaela Polcarova