LOYALTY ISN’T CHEAP, BUT IT BUILDS WHAT MONEY CANNOT

A few years ago, to support a friend who was preparing for his wedding, we donated some printing items he needed. A few days later, when he reached out for more items, we submitted an invoice, expecting that he would patronise us. To my surprise, he went somewhere else because their price was just 50 Naira cheaper. I was pained, but it didn’t take long to realise that his loyalty was questionable.

A few days ago, we needed to buy a large quantity of paper for our work. As usual, we contacted Mr Okey, our main supplier, as well as other vendors to compare prices. This time, Mr Okey was more expensive. My colleagues then requested approval to buy from the cheaper supplier. They also mentioned that it would be wise to have more options in situations like this.

I said, “No way.”

I instructed them to return to Mr Okey and give him the price we got from the cheaper vendor. If he matched it, good. If he refused, we would know we tried. As expected, he matched the price and we bought from him.

Why insist on him?

Because on several occasions in the past, when we didn’t have cash, this same man gave us the paper we needed on credit and allowed us to pay whenever our clients paid us. That kind of loyalty cannot be calculated in Naira. The best time to support people who have been there for you is when you actually have the means to do so.

The right choice in business is not always the person offering the cheapest price. The right choice is often the person who has stood with you consistently and is committed to your success.

Loyalty builds partnerships, and partnerships build great businesses. You’ll be amazed how far you can go with the right partners beside you.

Have a lovely week.

And remember, talk to us at Jewel Publishers for your Printing, Publishing, Branding, Graphics Design, and Packaging needs.

Shalom.

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