"It's Better Than Yours!"

Whether it be as a result of ideological changes in consumers, the Covid-19 pandemic, or political strife, the South African goods and services market has had to endure some significant shifts in recent years. In turn, business owners have had to realign sales efforts at every change to stay relevant and ensure that their wares remained ripe for the pickings of the reluctant consumers hoping to satisfy their growing needs with shallower pockets.

With growing fuel prices and escalating load-shedding schedules, how do business owners once again cope with the dwindling consumer base they hope to market their goods and services to?

Do they simply compare their offerings to that of another with the caveat that theirs is just “...better than all the rest...”?