There’s an old joke that goes something like this: “When I was 13, it amazed me how stupid my parents were. By the time I hit 20, I was amazed how much they had learned in the past 7 years”.
Looking back, certain people offered words of wisdom that I really didn’t understand until my later years. One such piece of advice explains a lot about why people settle for “inferior products or services”.
My junior high teacher Cy Walker once said “If you’ve never seen a motorbike, how could you ever want one?” At face value, that statement seems really quite simple. But take some time and ponder on it for a moment.
To make this simpler to illustrate, let’s say Suzy Q has only seen DJ Joe Bob perform. DJ Joe Bob has decided to use the cheapest equipment possible, has no formal training and illegally downloads his music free – usually unedited versions — from the internet. DJ Joe Bob shows up to perform dressed in his Black Sabbath T-shirt and motor-oil stains on his tattered jeans –whether it’s a bar gig or a wedding reception. During his performance, DJ Joe Bob doesn’t say much; He’s too busy drinking alcohol and trying to line up a post-party date. In Suzy Q’s mind, this is how EVERY DJ conducts business. She just doesn’t realize there’s something better to be had.
Now, let’s say we introduce Suzy Q to an event being hosted by DJ Fred. DJ Fred has invested in quality, professional-grade equipment. DJ Fred regularly educates himself about the latest trends in mobile entertainment and is always attempting to improve his presentation. As a matter of fact, DJ Fred adjusts his attire depending on the event: Tuxedo at weddings, business casual at corporate picnics and really cool clothes for bar gigs and school dances. DJ Fred’s music, karaoke and video library — even downloaded content – has been purchased from legitmate sources. Once the show starts, DJ Fred is verbally interactive with his party-goers, inspiring them to get active in the program to dance, sing, play games and more.
Who do you think Suzy Q would prefer to host and entertain at her next event? Who would YOU choose? The majority of consumers would rather have DJ Fred.
But there is a segment of the population that has been indoctrinated into the mindset that quality doesn’t count but low price does. In their minds, all DJs are the same and the only difference is the price. Again, let’s simplify with a food analogy.
Just because an international restaurant serves millions and millions of burgers for 99-cents each, does that automatically mean that restaurant is the preferred place to have a meal? Given a choice, most of us who love steak will opt for another venue.
In closing, most people will choose quality and professionalism…and will pay more for it. However, some won’t. So the next time you wonder how an inferior service remains in business, remember that some folks don’t expect quality. Those who realize there is something better to be had yet still choose the cheaper alternative, don’t deserve any better.
