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What are you selling? a Product? a Service? Or a Dream?Mike Peters, 09-19-2008 |
Having helped hundreds of different companies in various industries with their marketing efforts, I came up with a unique way to divide all businesses into three distinct categories -
1. Businesses selling Products
Product is physical goods, downloadable software / document, commodities and anything that involves fulfillment whether physical or electronic.
Examples: Microsoft, Dell, Sony, Coca Cola, GM, Mercedes
2. Businesses selling Services
A service is anytime you pay for something that does not directly involve fulfillment.
Examples: NetFlix, Health Benefits, Website ping tools, Google, AT&T, Membership clubs
3. Businesses selling Dreams
Dreams are products/services promising to make your life better that rarely deliver what you were looking for.
Examples: Weight loss pills, Make money from home ebooks, Male enhancement
We have clients in all three categories and there are unique ways to grow your business depending on what category you fall into.
Know your business
Take a cold hard look at your business and provide an honest answer to this question. Are you selling products, services or dreams?
Focus on what counts most
Naturally whatever you're selling, you always want to offer a great service, excellent customer support, have an automated lead generation marketing machine and continually improve your offering.
But depending on which of the three categories your business falls under, there are key things you should focus on:
If you're selling products --
Quality of product is key. Once the product is in your customers hands, you're out of the loop. Make sure your customers are WOWed with your product and can't wait to recommend it to their friends.
If you're selling services --
Consistency is key. Manage expectations and ensure customers get the same service, at the same time intervals, with the same quality, all the time.
If you're selling dreams --
Marketing is key. Push as many units as possible, before people wake up from the dream...
1. Businesses selling Products
Product is physical goods, downloadable software / document, commodities and anything that involves fulfillment whether physical or electronic.
Examples: Microsoft, Dell, Sony, Coca Cola, GM, Mercedes
2. Businesses selling Services
A service is anytime you pay for something that does not directly involve fulfillment.
Examples: NetFlix, Health Benefits, Website ping tools, Google, AT&T, Membership clubs
3. Businesses selling Dreams
Dreams are products/services promising to make your life better that rarely deliver what you were looking for.
Examples: Weight loss pills, Make money from home ebooks, Male enhancement
We have clients in all three categories and there are unique ways to grow your business depending on what category you fall into.
Know your business
Take a cold hard look at your business and provide an honest answer to this question. Are you selling products, services or dreams?
Focus on what counts most
Naturally whatever you're selling, you always want to offer a great service, excellent customer support, have an automated lead generation marketing machine and continually improve your offering.
But depending on which of the three categories your business falls under, there are key things you should focus on:
If you're selling products --
Quality of product is key. Once the product is in your customers hands, you're out of the loop. Make sure your customers are WOWed with your product and can't wait to recommend it to their friends.
If you're selling services --
Consistency is key. Manage expectations and ensure customers get the same service, at the same time intervals, with the same quality, all the time.
If you're selling dreams --
Marketing is key. Push as many units as possible, before people wake up from the dream...
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