People buy who they are

By Bruce King | 04 January 2023

There are Swatch people. And there are Rolex people. Who do you want to sell to?

There are Swatch people. And there are Rolex people.

A Swatch customer will rarely pay more than £75 for a watch. That's simply who they are.

A Rolex customer will rarely pay less than £3,500 for a watch. That would be a second hand one. Multiply by 8X and more for a new one. That's just who they are.

People buy based on their 'who they are' and their self-identity. So who would you like to sell to? I know who I prefer.

If you want to attract and sell to Rolex people, you owe it to yourself and them to promote your product or service as 'Rolex quality'.

All your marketing, advertising, copyrighting and sales conversations needs to scream high quality. Do that and you'll attract and sell to people who enjoy paying high prices and rarely quibble over them.

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