The Positive Diary

Which pizza maker will sell more?

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Maker 1:
Fact: Delivers pizza in 15 minutes.
Their claim: We are the fastest with our deliveries.

Maker 2:
Fact: Delivers pizza in 30 minutes.
Their claim: If we don’t deliver in 30 minutes, it’s free.

Question: Who will be the winner?

In the pizza-home-delivery segment, speed counts. So, logically, Maker 1 will win. And that exactly was the answer I got and get from majority of the participants in my workshops and management classrooms.

I don’t know about your answer.

My take is contrary to popular belief. I believe that Maker 2 will win. And win with big margin. Despite the fact that they are slower by 15 minutes, they will be perceived to be faster because they have quantified speed. And the assurance of a prize (free pizza), if they fail, further strengthens the claim.

Quantifying intangible virtues is a winning strategy. So next time think harder when you want to talk about your Good Service, Exclusive Quality, Best Price, Fantastic Range…

Takeaway: In marketing, the challenge is to present the facts creatively. Make the offer tangible.

More about that in my book. at https://www.prakashbang.com/the-entrepreneur/

The book offers 101 doable ideas to make your business successful. The cost of the eBook is Rs 95. To quantify further, it’s precisely 94 paise per idea.

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Written By

Prakash Bang

Prakash Bang

A true entrepreneur, Prakash started his career with a capital of Rs 2000. At age 14 he pawned his mom’s jewelry to get started as a door-to-door salesman. He sold products of sorts including Chappals from Kolhapur, Chaddars from Solapur and Sarees from Surat. Barking dogs and slamming doors were his marketing university. Streets remain his alma mater. He is a Science graduate with Honours, holds a Masters in Business Administration and is a member of the Indian Management Association. Prakash is a visiting faculty at many management institutes, various Universities and sits on the Board of many companies in India and abroad. His marketing workshops have enlightened over 10,000 entrepreneurs & businesspeople. Always an entrepreneur, he and his ideas have been featured many times in major Indian media. He is the author of the book, “YOUR ENTERPRISE ISN’T DEAD. YET.” The book is a paradigm shift from popular management practices. The book has been acclaimed by stalwarts from the industry. He has also authored, “My 2 Cents Worth.” – A select collection of his posts that created some flutter on Social Media. An avid traveler, he is passionate about photography and takes pride in documenting his travels. So far, he has published 44 books on travel and has created a National Record by writing the longest travel blog. He is featured in Limca Book of Records and remains unbeaten since 2014. Marketing made him travel. Travel taught him marketing. Prakash lives in Pune half of the time. The other half even he doesn’t know.

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