The shoe giant Zappos has built its reputation by providing excellent customer service. When consumers know they can get a product repaired under a service guarantee or return a faulty product for a refund, they’re often more likely to buy it over otherwise superior competitors offering less powerful warranties.JJB offers a broad range of coffee and espresso products, all from high quality Columbian grown imported coffee beans.
JJB caters to all of its customers by providing each customer coffee and espresso products made to suit the customer, down to the smallest detail.
The bakery provides freshly prepared bakery and pastry products at all times during business operations.
In fact, if you can’t offer some combination of features that sets you apart, you’ll have difficulty writing a convincing plan. Conversely, high-priced products may appeal to many markets for their better-quality, high-end value.
People with discerning tastes want quality and don't buy based solely on price points, so saving money isn't always the issue. People buy products to help them expedite a process.
Scarcity doesn’t mean that you'll be running out anytime soon.
For service providers, availability means a good location or locations that are easy to get to. If you have something to offer that's not on the market, this is a major selling point or competitive edge.Today, thanks to the Internet, you no longer need brick-and-mortar locations in many communities.Scarcity, however, can also generate a higher demand, so you may have a marketing plan to release products at intervals and let the demand—and the desire—build.For many sophisticated software products and electronic devices, a seller who can’t provide tech support to buyers will have no chance of success. Whether you “tote the note” and guarantee credit to anyone, offer innovative leasing, do buybacks or have other financing alternatives, you’ll find that giving people different, more convenient ways to pay can lend your product a convincing strength. Excellent service is perhaps the most important thing you can add to any product or service today. Retailers of auto parts, home improvement supplies and all sorts of other goods have found that simply having knowledgeable salespeople who know how to replace the water pump in a ’95 Chevy will lure customers in and encourage them to buy. If you have ample experience, make it part of your selling proposition. People want to relate to Peyton and share his aura, if only obliquely. There are many wild cards unique to particular products, or perhaps simply little used in particular industries, with which you can make your product stand out.In a world where word travels fast through social media, you want to provide top-notch customer service. For instance, consider a service agreement guarantee.For example, the items sold in a bakery or furniture store are typically straightforward.However, numerous technology-based businesses, consulting firms, and health-related services deal in highly specialized areas.Get out there and patent it, market it and sell it before someone comes along and steals your thunder.You can also utilize technology to build upon products or services you already provide, such as an app. These are components of service that have become increasingly important, particularly for high-technology products. At its most extreme, reputation can literally keep you in business, as is the case with many companies, such as IBM and Wal Mart, whose well-developed reputations have tided them over in hard times. Your knowledge and the means you have of imparting that to customers is an important part of your total offering. We’ve done thousands of installations like yours, and there’s no doubt we can make this one work as well.” Nothing could be more soothing to a skeptical sales prospect than to learn that the seller has vast experience at what he’s doing. If you can offer overnight shipping, on-site service or 24/7 availability, it can turn an otherwise unremarkable product or service into a very attractive one. There’s a reason Peyton Manning makes millions of dollars a year from endorsements.In this edited excerpt, the authors offer a look at 15 factors you can use to make your product or service stand out from the pack.In your plan, it’s important to be able to build a convincing case for the product or service upon which your business will be built.