Smaller try harder
In my first job, my boss asked me what kind of PC clone we should buy. I replied,"Go for true blue - IBM. You can't go wrong."
Buyers who don't know enough about what they're buying but aren't price sensitive will tend to take the easy route and go for the known name. However, this doesn't necessarily guarantee them value for money or satisfaction. "If you don't know where you're going, any road will lead you there." So for ignorant buyers, does it really matter?
One thing I've noticed is that employees of larger, better known companies try less hard than those of smaller, lesser known companies. Or rather, they don't have to try as hard.
The larger the company, the more rules there are. Smaller companies are prepared to make exceptions to the rule.
After meeting with two conservatory companies and spending lots of time researching on the Internet about getting a conservatory built, I really don't have the time or interest to get another quote. But a lesser known company was prepared to give me a better offer. Why? Because the other two companies have already done the hard work of convincing a difficult buyer like myself to spend time and money. All that's left is to convince me to switch.
The first sale is the hardest. Larger companies can afford cancellations. Smaller companies can't. So smaller companies try harder. If not, they should.
9 April 2002 Tuesday