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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 07, 2010

Thrifty vs. Strategic

There’s a lot of talk about buyers being thrifty nowadays.  And many of them are.  The key question:  if folks are being so careful with spending out there, why are high-dollar iPhones flying off the shelves by the millions?

Here’s my theory:  there is a difference between thrifty and strategic.  Thrifty is a mindset from buyers who are either using the budget as an excuse to negotiate or see vendors as interchangeable parts.  Strategic is the mindset of “I’ll spend what I have to spend, but I gotta be smart about it.”  Instead of buying anything, these folks prioritize their needs and only the top priority goals get funded.  In Corporate America, it’s called “making the business case.”

What I’ve learned:  if somebody wants something bad enough, they will pay for it.  Period.  The purchase becomes strategic, something so important to their lives that they will do what it takes to get it.  And strategy will always trump thrift.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.