What are you really selling? Are you sure you properly understand the business you are operating? Confusion in this issue will not allow you to ask the right questions you need to ask that will lead you towards the right answers that will move you ahead.
For example, retailers need to understand that their product is neither the Coca-Cola bottles, nor the yards of cloth. What they are really selling is the customer experience.
Would you buy a chilled bottle of Coke from anyone or a particular vendor who treats you well and offers you a nice place to sit? Many shady female retailers take this idea to the extreme by selling themselves literally, but I can assure you that it doesn’t have to be that way!
The key points to think about is this: When everybody in the world can offer what I offer, what would be different about me? How would I stand out in this crowded marketplace??
The answers you arrive at describes what you are really selling and this is the major feature of your business that you must improve.
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