It was a calm Saturday afternoon. I had chosen to meet a client at Gava’s Restaurant, that beloved Harare spot known for making fish taste .
I got there early and, as a true gentleman, I ordered lunch for both of us. I went with fish and rice—simple but elite. The damage? $19 a plate. Times two? That’s $38. In this economy, you’d expect some people to faint from the menu alone. But Gava’s? Full house! Tables were packed.
And here’s what struck me: No one was complaining about the price. No murmurs of “Ko zvekudya zvadhura kudai?” Nope. Instead, people were laughing, eating, enjoying—because they saw the value.
What Is This “Value” We Speak Of?
Let me break it down.
At Gava’s:
- The waiters are trained. They smile like they went to “Smile University.”
- They upsell so cleverly that you find yourself ordering dessert even when you’re full.
- The environment is clean and warm.
- They provide weekend entertainment—mbira players, guitarists, and the occasional uncle who dances even if no music is playing.
- The food tastes excellent—even though the portions are modes.
It’s not just lunch—it’s an experience. That’s what people are paying for.
Now Let’s Talk About Buses to South Africa
You know those buses that cross the Limpopo? You’ll find two types:
- Bus A: $25
- Bus B: $60
Same distance. Same border queue. Sometimes even the same chassis. But different experiences.
Here’s the reality check:
| Feature | $25 Bus | $60 Bus |
| Seat reservation | First to throw a bag wins | Seat reserved with ticket |
| Departure time | “Tiri kuuya manje manje” (4 hours later) | Leaves and arrives on time |
| Communication | Hoot and go | “Ladies and gentlemen, we are about to leave” |
| Toilet Breaks | No announcement. Guess and run. | You’re told nicely. |
| Customer Service | “Hatina basa nazvo” | “Thank you for choosing us” |
The difference? Value.
Salespeople, Stop Crying About Price!
This is where it gets juicy. Many salespeople believe that to win customers, you must lower your price. That’s like saying a church will grow if it reduces tithes.
No.
When a customer says, “You’re expensive,” they’re not rejecting you. They’re just saying, “You haven’t shown me enough value to justify that price.”
That’s why:
- The free tea you drink at home is $5 in a hotel, served in a fancy cup with a sugar packet you don’t even need.
- A banana on the street is $1, but the same banana is $3 in a gym smoothie—and we thank them for it.
What You Should Do Instead of Cutting Prices:
- Improve your packaging – even tomatoes look better in a clean bucket.
- Train your team – people buy people before they buy products.
- Tell better stories – create an experience around your brand.
- Add emotional value – make people feel something when they buy.
- Focus on positioning – cheap is forgettable, value is unforgettable.
Customers don’t always go for the cheapest; they go for the most valuable. That’s why someone pays $1 for water on the street, but $10 for the same water in a boardroom. It’s the context, the experience, and the service that counts.
So next time someone tells you your product is expensive, don’t panic. Just smile and say: “Let me show you why it’s worth it.”
