Product Selection

Everyone states that he wants more products (wider product selection), but actual buyers really want solutions. Know the difference between a prospect and a buyer. Since all buyer's were prospects, it obviously is not the case that the reverse is even remotely true, by any statistical stretch of the imagination. The name of the game is conversion, but its a coin with two sides: The other side is value-engineering. If you don't create enough value to elicit a transaction, then there can be no conversion. And without conversion, economic rents are absent. Now, this brings us back to the concept of Product Pre-Selection. Prospects may overlook sellers with limited, but high quality items for products accessible at the lowest price points in mass market arenas. Buyers with consistent purchase histories tend the leverage the value of intangible assets (i.e., seller knowledge) to craft a viable solution, within a given a set of products. Buyers usually attain greater results, and paradoxically save more money (over time more so than prospects), by figuring out how to limit their selection to only high quality product areas early. Buyers tend to focus their energy on a higher level of abstraction - the solution, while prospects tend to focus their energy on a lower level of abstraction - the product. In supplements, the physical asset is only the medium; the real value is in the product's intangible proven ability to deliver suggested results, within reasonable scope. The old saying still holds; you can't be all things to all people. Widening out the selection to satisfy the eye of prospects without investment in the conversion process is a recipe for disaster. It's the reason why so many supplement stores are characterized by huge inventories and [un]knowledgeable staff. So when prospects request inferior products (not only in supplements, but in business in general) stick to your guns and focus on selling superior products to buyers.


Visit our affiliate Supplements101.com, for better information on targeted products for fat loss, muscle development, and sports & fitness performance enhancement.


Digg This! | Add to Del.icio.us | Furl It

Add to: