If you’ve ever visited a place like Protea Hotel, you’ve probably noticed something surprising: a bottle of Coke that costs ₦500 in a local shop is priced at over ₦3,000.
At first glance, it might seem outrageous. Why pay that much for the same drink? But the truth is, you’re not just paying for the Coke. You’re paying for the entire experience.
What You’re Really Paying For
When you buy a Coke at Protea, you’re paying for more than a fizzy drink. You’re paying for the ambiance—the comfortable setting, the polished service, and the class. You’re paying for the chance to sit in a premium environment, surrounded by people who think and operate on a different level.
I visit Protea regularly to read, relax, and have a drink. Every time I’m there, I make meaningful connections. On one particular day, while sipping my ₦3,000 Coke and enjoying a book, I struck up a conversation with someone. That conversation led to a business deal, and the deal brought in some cool cash.
Now imagine if I had opted for a roadside shop instead to save money. I would have missed that life-changing connection entirely.
The Real Lesson: Price vs. Value
This experience taught me something I’ve applied in business: Price is what you pay, but value is what you get.
When we launched Autoland, our prices were higher than those of roadside mechanics. Some team members worried we’d lose customers. But I reminded them:
“We are not selling price; we are selling value.”
At Autoland, our customers don’t just pay for repairs. They pay for the peace of mind that comes with original parts, skilled professionals, and exceptional service. They pay for trust, reliability, and expertise.
Why Competing on Price Isn’t Enough
The market is crowded, and trying to be the cheapest option is a losing game. Someone will always undercut you. Instead, focus on what makes your product or service truly valuable.
Here’s the reality: the right customers aren’t shopping based on price. They’re looking for quality, reliability, and consistency. They’re looking for value.
What You Should Focus On
If you’re a business owner, ask yourself:
- Are you delivering real value to your customers?
- Are your services worth the price you charge?
- Are you creating experiences that make people trust and choose you repeatedly?
When you focus on value, you’ll attract the right customers—the ones who appreciate what you bring to the table and are willing to pay for it.
For Buyers: Don’t Just Look at the Price Tag
Next time you’re deciding between options, don’t let the price tag dictate your choice. Instead, ask yourself: What value am I getting?
Sometimes, the cheapest option costs more in the long run—whether it’s low-quality products, unreliable services, or missed opportunities like the one I would have lost if I hadn’t been at Protea.
Build Value, Not Discounts
As we step into a new year, this is my challenge to every entrepreneur: stop competing on price. Compete on value. Build trust, deliver excellence, and create experiences that make you unforgettable.
When you do, you’ll attract the right customers, forge lasting relationships, and grow a business that stands out in any market.
So yes, I’ll keep sipping my ₦3,000 Coke at Protea, not just for the drink but for the value it brings.
And I hope you’ll find ways to offer—and appreciate—value too.
I’m still your Billionaire Mechanic,
Engr. Chidomere Ndubuisi.