As the war between Russia and Ukraine drags on, President Zelenskyy has shifted from being grateful for any military support to telling the NATO countries what he needs to repel the Russians.

It reminds me of a recent shopping experience at Costco. We had carrots on our shopping list. The only offering at Costco that day was a giant bag of carrots – far more than we could consume before they spoiled.

Being at Costco, my options were:

• Buy a huge bag of carrots with far more than I needed or…
• Buy carrots elsewhere and pay more per carrot.

I don’t believe in willingly wasting food, so I chose to buy the carrots from a smaller, local grocery. Interestingly, the cost from the grocer was virtually the same as the huge bag from Costco yet I felt good about it because I knew there would be no waste.

It’s the same in most businesses (mine included). Often, to provide great value for our customers, we add products and services to our core offer without thinking about what our customers will do with all the bonuses they don’t really want. So, while we create a service with amazing value, it ends up being too much for the customer – both in terms of products/services and in price.

When the shutdowns and restrictions from the pandemic struck America, many businesses were caught unprepared (I was one of them). When the economy lost momentum, businesses and consumers rapidly scaled back their purchases. They knowingly bought less of a product or service knowing that the “per unit” cost was going to be higher but because they were actively managing cash flow, this was an acceptable trade-off.

At eLaunchers, we took our high-end, “turn-key” services and splintered off the pieces we know that our clients needed to survive the pandemic. This allowed them to only purchase the marketing services they needed at that moment and did not have them buy services they did not think they needed.

Now that the restrictions are lifted, we’re finding that clients that bought the
“smaller” offerings are not only coming back for more “large” marketing services, but they’re also grateful for us “having their backs” during the lockdowns and as a result, are even better clients than they might have been had we tried to extract every dollar when times were tough.

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