Just as you do with an ordinary power switch, if it doesn't work in one direction, you try the other.
So often, we theorize what features of our product would appeal to our prospective customers. We neglect to ask the prospect what features they need.
Adjustments are much easier when you're selling a service. Tangible products can be market tested in the prototype stage or with initial trial orders from suppliers.
Advertising messages can be reversed. Media selections can be switched. Given this maxim, apply your creative opposites.
We had purchased an item that was soon determined to be above the average price range of our market. When the unit did not sell we began to discount. One day I was explaining to the husband of a customer the value we were giving away at that discounted price. He said, "Perhaps, you're moving the price in the wrong direction." We took his advice and moved the ticket price higher than the normal and original markup. The item sold within a few days.
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