Chapter 3
Seeing Your Product through Your Customers’ Eyes
In This Chapter
Examining your product line
Understanding the reasons why people buy products
Recognizing the importance of value
Extending and diversifying your product line
The best products aren’t sold — they’re bought.
You never hear a customer say he bought a lemon at the used car lot. Nope, someone sold him that lemon — but hopefully not you or your business. If you’re a good marketer, you aren’t selling anyone anything. Instead, you’re helping customers select the right products to solve their problems, address their needs, or fulfill their desires. You’re helping them buy.
As a result, you can devote the bulk of your marketing efforts to the steps that take place long before and after money changes hands. These efforts involve targeting customers, designing the right product line, communicating your offerings in terms that address customers’ wants and needs, and interacting after the sale in a way that builds loyalty and repeat business. This chapter spotlights everything you need to know about your products and ...
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