If people don’t need it, they won’t buy it no matter the discount. But when people need it, they’ll buy it even when the price is uncomfortable. Demand reframes value.
Real demand is built by making three things obvious:
- The problem is real.
- Your solution is relevant.
- The timing is now.
Once those three are clear, price becomes a secondary conversation. Don’t start with numbers. Start with necessity. Necessity is the force that moves sales from cold to hot.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).