Helena Rubinstein once said: “There are no ugly women, only lazy ones”. It is not my aim to discuss this quotation. Though when we use adjectives like ‘ugly’ or ‘lazy’ we are comparing things.
The researcher and author Dan Ariely writes about the effect of comparison in one of the chapters of his book, ‘Predictably Irrational’. He shows two pictures of either two men or two women to a group of people from the opposite sex and asks them to tell which one they like more. However, between the two pictures from which they will make their choice, he puts a third picture which resembles one of the original pictures but with an appearance of being somewhat ‘lazy’. The outcome of this test shows that the choice with the comparison possibility to the ‘lazy’ one is preferred more. We can say that the human brain reaches a decision easier when there is the possibility of comparison.
As you market the shares of your company, please keep in mind that the prospective acquirers facing you are also human and their brains function just like anybody else’s. If they can make comparisons, then they will be more confident in their decisions.
There may be other companies in the market with a business similar to yours. Your prospective acquirers would certainly make a preliminary research on these companies and would also ask you to give information about them. Each company surely has its ‘beautiful’ and ‘lazy’ aspects. It is important that you are able to show your ‘beautiful’ sides opposed to the ‘lazy’ aspects of your competitors before the prospective acquirer starts his own comparison process. Once they decide that you are the most ‘beautiful’ one, it will be very hard to change their decision.