Grudge-Purchases versus Joys of Choices
But life goes on, we will have to take some serious and lasting decisions in the New Year, there are going to be some rather dramatic changes to the face of Pharmacy in general but more so at Uvongo Pharmacy. Watch this space . . .
One thing that I cannot change because it is a part of the intricate nature of human beings; we just hate making Grudge-Purchases! The complete opposite is the wondrous Joys of Choice. “What are these two concepts”, I hear you ask yourself?
Let me give you two typical scenarios which will explain the above, but more importantly, will hopefully highlight why there is battle raging in certain type of shops. A battle? Yes, and you have probably fired some fiscal shots at the keeper yourself!
“Good evening Sir, welcome at WDC Exclusive Grill house”, the man in the Tuxedo purrs your way. “Table for two I presume?” he adds with a smile. A genuine smile; because he knows something that you don’t. In fact, he knows a lot of things that you would never even think about. He leads you through the dimly lit interior to a luxurious-looking, well set table, with the soothing sounds of a subtle water-feature nearby. You get comfortable; the man has now disappeared, but is quickly replaced by a reincarnation of James Dean, smiling as well, because he also knows something! “Good evening folks, my name is Philipe, I will be your absolute servant toning, your wish will be my command”.
By now can start to pick up the smell of some glorious dishes from tables around you. You can also see the texture of the food, you can almost feel it under your knife, and you can nearly not wait for Philipe to return with the wine list so that this wonderful experience can begin in earnest! Man, you can all but taste those last plates of food delivered to the smart looking couple in the corner. You want this food. You want this wine. You want this evening.
You are almost halfway through the bottle of Rubicon 2000 when two lovely young girls deliver the stuff dreams are made of; your perfectly prepared Swiss Trim Rump Steak with the Blue Cheese sauce and stuffed with Black Olives. Three hundred grams of Heaven! Right there on your plate. Streams of Amylase are released into your mouth by the Salivary glands in anticipation of the taste explosion and pure enjoyment that is to follow. You take your first bite. You really wanted this so much! You actually booked in advance!
Another time, another place: “Good evening Sir, welcome at WWFF Pharmacy”, the man in the white shirt sings in monotone. He looks tired, drained and his clothes a bit tatty. “Prescription, I presume?” he adds with a slight flash of terror in his eyes. True fear; because he knows something which you also know and he knows that you know and he knows what is coming.
You woke up that morning with a slight burning sensation in your chest. Didn’t think much of it, but by mid-morning you were doubled-up in pain and vomiting what seams to be Swiss Trim Rump with….
“No it is not the food, you had an Angina attack sir”, the doctor exclaimed while scribbling attentively on a piece of paper you immediately recognise as that much hated and ancient means of communication between different fields of the medical fraternity; the prescription!
Back at the pharmacy, your prescription to a scared looking reincarnation of Emily Hobhouse. Scared, because she also knows what you know.
The prescription is finally filled and brought back to you. You gladly take ownership of the medicine because you really want to get rid of the fear the doctor planted in you when he told you about your high cholesterol and the danger to your heart. You want this medicine. You want to prevent the pain.
Get the picture? Not yet? Here goes:
There are quite a few similarities here, but there are also some definite differences. It all comes to boil at an extremely crucial point in both scenarios: The handing over of the Bill of Account. That is where the capsule hits the stomach acid (or ze pooh-pooh hits the fan). You act out of defence, you act because of social experience, and you act because of a certain gut-feel, depending on what scenario you are paying for.
At WDC Grill house you open the bill, you immediately add at least ten percent to the amount (depending on how much Mr Dean impressed you), and you briefly scan the account to make sure that the R340 for a meal for two is acceptable. You do not realise that WDC is short for We Charge Double – they just made a gross profit of at least R200. You accept, making a bit of a grumbling noise while fishing out your Amex Gold. You can still taste that Chocolate Clafoutis when your receipt is handed over. Lovely!
At WWFF Pharmacy you open the bill, you immediately start swearing and asking for discount, threatening the poor assistant with the latest legal changes to the pricing structure of prescription medicines. You cannot believe that the three items for a potentially threatening situation can be as much as R340. You do not realise that WWFF is short for We Work For Free – they have just made a gross profit of R60 Reluctantly you fish out the card, make the payment, temporarily relieved of the fear, possibly from all the Adrenaline pumping through your body, brought on by the anger.
Why the difference in attitude? You wanted both products? Both products did something for you. The one tasted like heaven and added two points to your already elevated cholesterol levels; the other didn’t taste like anything and dropped your cholesterol level by ten points and will continue to do that for the next thirty days. But you wanted both?
You have just lived two scenarios;
1: You made the choice from a menu and decided how much you are prepared to pay for the pleasure. You actually planned to make this Choice-Purchase.
2: You had no choice from the prescription and did not want to purchase medicine. It wasn’t planned and you resented this Grudge-Purchase.
And you will resent that purchase every time, and because deep down you don’t really want it, you will feel entitled to knock down the price.
Lastly, why did the respective people who met you at both premises react the way they did? At WDC they knew that you will gladly pay, even more than the perceived price, without as much as a frown. At WWFF they knew that there was going to be a battle as soon as it came to the payment. Smile versus apprehension. Good news versus bad news.
As long as we keep on selling grudge-items, we will be on the receiving end of this wrath of the public and we will have other interested parties trying to undercut our professional fees. It is a way of life. As long as the public occasionally take a look at similar scenarios, realise that life is all about choice but that we, are not the reason for their ailments; we are just the persons in charge of the substance that will make them better.
Sometimes though, if we all make the right choices with our lifestyles, some of these ailments might never create the necessity of making a Grudge-Purchase.
Quick commercial? We perform Cholesterol tests. Affordable!
You can even add ten percent if you like the treatment. Just pay the man in the tatty white shirt. No discount. Appreciate his service.
Then again, if Manto keeps on applying the pressure, you might find Mr Dean-look-alike employed at number 5 Foster street at the MYCAP Seafood Grill and Dispensary. That is short for Make Your Choice And Pay.
Festive Greetings from the kitchen,
Pieter and Renette Naudé.
PS: I have nothing against the Restaurant fraternity. In fact, I spend way too much money at these fine establishments! They supply an excellent product accompanied by excellent service and should be paid well for it, don’t you agree? Till next time…….
