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Refining Your Marketing'No sale can be achieved unless the buyer appreciates the value of the merchandise. A company such as ours, which is constantly developing new products, must always have the capability of educating prospective customers.' Marketing is one of the most misunderstood requirements for business success. It is not about selling, but communicating. To make your ideas work, you'll need to know what to sell, who to sell to and how to sell it. That means identifying your customers and understanding their needs. It also means finding the right way to tell them about your product's most important benefits - and why you can offer something better than your competitors. Before you know whether you have a real business opportunity, you have to know whether your customers are willing to pay for what you intend to offer. |
