We love to think people buy the best product. They don’t. They buy from whoever looks like they know what they’re talking about.

Take this example: you have a headache. Two people approach you. One is dressed like a nurse holding ordinary chalk. The other is casually dressed, holding real Panadol Extra. Which one are you more likely to trust? The nurse. Why? Because her appearance gives her authority.

Sales is not always about having the best product. It is about having the strongest perception of authority. People lean toward authority when making decisions, even if logic says otherwise.

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).