Читать книгу Pricing Strategies for Small Business - Andrew Gregson - Страница 14

Many years ago at a presentation in Chicago, we were shown two pictures. One showed an unshaven man with a bulging abdomen, wearing a dirty, torn t-shirt with a cigarette pack twisted up under the shirt’s left arm. He wore dark glasses, had a cigarette hanging from his lower lip and was ignoring the camera.

The second picture showed a clean shaven man in a white lab coat looking right at the camera and clutching a clip board.

The presenter asked the room full of business owners what these two individuals did for a living. We replied that the first one had to be a plumber and the second a doctor.

In fact, both pictures were of the same person, just presented in a way that made one look more valuable than the other. Although there are jokes about doctors being paid less than plumbers these days, the point of the slide show was to demonstrate the importance of presentation to gain price and market share.