The Value Proposition Of A Single Trash Bag

Hefty trash bag

Definition of A Value Proposition - A business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. - Wikipedia

Who would have thought that on a recent vacation to Hershey that I would have to consider doing a business venture in a matter of hours. Aren’t your precious days off supposed to be filled with absolutely nothing? And in nothing, I mean anything you want to fill the time like, getting to know your family again, taking a walk, sight-seeing, eating lots of unhealthy junk food, having an adult beverage before noon, or sleeping all day. You know, things like that.

I was hoping to do some, if not all of those things listed above and to tell you the truth, succeeded in most. (the adult beverage thing didn’t make the cut - this time) There was not even a hint of business in my head, because I had promised myself, my wife and my one child (the other couldn’t make it do to work schedules) that I didn’t want to think about business, mine or anyone else’s while away. Believe me, that’s a harder task than what it seems. Just ask any junkie.

So needless to say that when attending a concert with my daughter and her two friends on our first night there, I was put in to the situation of having to decide wether or not a product that I was being solicited was actually going to benefit me. Ok, that may not be the real truth here, because honestly, I was the one stalking this guy who was selling what I knew could benefit me. A single, solitary, oversize trash bag. A trash bag? Yes, a trash bag. And if I wanted to save what I had, I was willing to listen to his proposition.

It wasn’t because that I suddenly felt the urge to play Mr. Clean and take it upon myself to clean up after 16,000 rowdy (mostly teenage) fans. That would have been too easy of a task, because after just three minutes, I would’ve had the bag filled, my social conscience cleansed and my environmental duty completed. No, I needed that bag for something that was going to take a lot longer than three minutes. Try three hours.

I did mention to you that I was attending a concert didn’t I? I hinted that there was mostly 16,000 teenage fans present right? I didn’t tell you that it was an outdoor concert and that huge rain clouds were hovering overhead though, did I? Now, is the picture becoming a little clearer?

While the show was in between the first and second band sets, those rain clouds that were hovering around now were beginning to release their contents on the crowds. Not much, mind you, but the clouds were attracting bigger friends that were all to ready to donate their goods as well. One glance upwards and you could just see that the party was just about to begin. “Let’s get ready to rumble!”

I was actually in the crowd enjoying the show as it went from dry to sprinkles. By the end of the set, it got beyond the sprinkle stage and was starting to come down at a regular pace and volume. I decided I’ll wait it out under the stadium seats instead of on the field.

Underneath, watching the deluge begin, I said to myself what a smart move that was. I’m dry, comfortable and can at least hear the music. I’ll let the others get wet for me. This minor inconvenience will pass over soon and I’ll get to see the headliner play with no rain drops accompanying them. O.K. then, all is good.

As it would be, Mother Nature wasn’t having any of it. Either she wasn’t a fan of the group or she wanted to see a good joke play out, the rain only got worse. I, on the other hand, was starting to get nervous about missing the band I paid good money to see play live. With time not being on my side, I had two plans to consider; stay underneath the stadium and put myself in “listen only mode” or tough it out, get wet and see the band play like I paid for. Which one would be most appealing? None, actually. I was going to be dissapointed either way. Until someone floated by me waving what to me was my saving grace.

That someone was non-other than a regular guy doing his job for the stadium’s sanitation brigade. Although this time, what he was doing wasn’t helping the cleanup crew, but he was cleaning up. As he was walking past me, all I could see him do is wave his arms and shout, “Trash bags for sale, trash bags for sale.” I thought about it for a second and completely understood the what’s, why’s and how comes, this guy was hawking trash bags. I tracked him down and asked, “How much?” Dumb question considering the rain was now at a 45 degree slant. The worker was polite and simply said, “$3, sir, for one bag.” I gulped as he continued, “I was just told by management to start selling these bags. I know it’s strange, but I’m doing what I’m told.” Hmmm. Management, huh.

I let the guy go without taking him up on his offer, kind of insulted at the fact that there was a $3 charge for ONE SINGLE TRASH BAG, but watched his every step as he walked through the crowd and up the concourse waving the arms and shouting, “trash bags.” I couldn’t help but notice the rain wasn’t letting up, so Mom Nature was in full control and had to be laughing very loud at this point. That being the case, I kept a tracking beam on this guy like you wouldn’t believe.

Finally, I couldn’t wait any longer. It was do or die, show time was near and I could hear the crowd getting louder and louder, so that meant the headliner was due on any minute. It was decision time. Should I stay or should I go? Dry or wet? Listen or watch? Knowing that this one guy with my saving grace of a trash bag in his hands, held my night hostage. I knew that his sack of polyethylene would protect me from Mother Nature’s wrath and allow me to fulfill my evening. Now the only question to answer was, “How much is the $3 dollar trash bag worth….TO ME?”

After stalking this guy for the last 20 minutes or so, I cornered him right by the tunnel that lead to my seating area. As I stood there patiently waiting my turn to talk to this man about a possible deal, I couldn’t help myself to think that I am being the dumbest man on earth to be paying this man, $3 dollars for a trash bag! I kept thinking, negotiate, negotiate. Could I get it for $1.00?, $1.50? Heck even $2.25 would be a victory to me. But nope, he stood like a champ at $3.00. He even convinced me about the value of his $3.00 trash bag. Looking at me semi-soaked already, he confidently stated his value proposition; “It’s $3 for the bag, and I guarantee that you won’t get wetter than you are right now. Besides, you want to keep that phone dry, right?” I kept thinking of the wet clothes, the shoes, the phone and everything else that I risk if I fight Mom Nature without his piece of his protection. I was so glad he didn’t say anything else, because I was mentally convincing myself that the piece of plastic was way undervalued at $3 and easily would have given $5 or more. The deal was done. On to the show and an enjoyable evening. Even in the rain.

All of this story focuses on what a value proposition is to a prospective client. For me, the proposition was the fact that for only $3, I would stay dry, protect a $200 phone and see the band that I paid to see and have a great time with my daughter and friends. That makes the $3 a bargain in any book. Cheap, matter of fact.

So what’s your value proposition to your clients? What makes them pay you for your services, skills or products? Do you offer them far more in value than they pay for? Do they appreciate you for keeping them “safe and warm” in the face of an inclement situation? Remember, all that goes into creating that “raving fan” is centered on your company’s own, “value proposition.”

To The Whole of Your Business,

Greg