Knowing what you sell is a vital component of marketing your business. Of course, you are thinking “I know what I sell, what fool would own a business and not know what they sell?!” There is more to it than just knowing the name of the product or service you offer, however. Say, for instance, you sell personalized accessories, such as monogramed hats and scarves. That is what you sell, but you are also vending a way for others to show their personality.
What Do You Sell Directly?
The first step is knowing exactly what it is that you sell directly. Do you sell clothing? Do you sell sporting goods? Maybe you sell cleaning services or repair services. What is it you sell? Dig a little deeper.
Take the time to understand everything about what you sell. What do you have to offer customers as your whole product or service? If you own a boutique that offers clothing for children with the options to monogram, and you have an online store from which they can order, then just saying to yourself that you sell children’s clothing is not sufficient.
What Are the Customers Buying?
Once you have in your head the obvious, you can start to consider the not so obvious.
What are customers actually buying when they purchase your product or service?
If they are purchasing a monogramed scarf for a friend, they are buying at token of appreciation for that friend. You are providing a way for them to show that friend that they care about them.
If you offer cleaning services, you are selling time. You are offering a way for your customers to have more time for something else, or more peace in their day. If you sell baked goods, you are selling a sort of escape, and way to enjoy life’s simple pleasures.
What to Market
Do not forget to market what customers are buying as well as what you are directly selling. Of course, you cannot do that if you do not understand it. Even if you think you totally get it, it is a good idea it stay in contact with your customers. Be around while they shop. Listen to them. Even if you do not ask directly they are likely to offer hints as to what they are actually buying when they purchase your product or service in the course of regular conversation.
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