Marketing Lesson From Traffic Cops.
I have had interesting encounters with Traffic Police Officers especially during the time I was running my Transport Company. Today I will talk about something you could have observed. Have you noticed that when you are in an expensive or just a recent vehicle model cops don’t normally stop to inspect the vehicle for Road Tax, Fitness, Insurance or Licence? But the opposite happens when you are in an older one.
Learning Marketing From A Traffic Cop.
One of the Traffic cops at Chisamba checkpoint requested for a lift to Kabwe when I was heading to the Copperbelt from Lusaka. This was aperfect opportunity to ask all piled up questions about Traffic cops since he was also benefitting a free ride from me.
I told him that each time I am driving a Ford ranger or any luxury car they don’t inspect my car but most of the times when I am driving my first car (Toyota Runx) I am almost always questioned. His response was very interesting; He told me that a lot of trucks pass through their checkpoint and most trucks are 22 metres, so they have to walk 22metres to check behind the trailer and 22metres back.
He added that doing a comprehensive check on 15 trucks in role begins wearing you out, as such they have learnt to let other vehicles pass without checking but stop those that have a high likelihood of being faulty, this saves their energy and time. In short it is not every vehicle that passes through the checkpoint that has to be checked.
Application of the Lesson Learnt (Don’t Target Every One).
After his explanation I got a cardinal lesson applicable to marketing. It is not every person you should try to sale to, some clients you can let them pass and direct your energies towards those that most likely need your goods and services.
A Cambridge men’s black suit in Malls, say Manda Hill will cost an average of K3500.00, a black suit in town along Cairo road will cost an average of K1500, a black suit at COMESA Market will cost an average of K700 and ablack suit at Kamwala Market will go for K200. Despite the variance in prices all these shops are profitable, they have unique customers they are targeting.
They are not trying to sale to everybody. Imagine if a shop at Manda Hill opted to carter for everyone by selling suits from K200 to K3500, it is highly probable that the elite will naturally shun a shop which also stocks inferior goods and those who normally buy from Kamwala Market may not be identified with a shop in the Malls as such that shop may be thrown off balance.
As such you have to identify your target market and push hard towards it regardless of your field. If you are a Photographer, don’t try to target everyone from corporate clients to people on the streets, it will cause lack of identity.
Learn from cops and don’t try to sale to everyone.