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Don't be a cheesburger - are you a commodity business?

re starting out in any business it will only be a matter of time before you start facing opposition from prospects. You will hear common complaints – “Your price is too high!”, “I don’t need that”, “Why should I buy that?”First let me encourage you to brush off these complaints and move on. And, that’s always easier said than done. But, it becomes MUCH easier to do so when you have customer options. In other words, if I have 1,000 customers lined up to look at my product I have many options and can have backbone. But, if I only have one customer lined up at my door (or website) I am very weak and can’t sell with confidence. This topic alone is an article in itself. For now, just be aware that you first have to create a steady stream of prospects that are looking at your business (online or offline) every day.Okay, let’s assume you HAVE customers coming to your business but you are not converting lookers into buyers. Any idea why this is occurring? Well, the basic problem is that the customer is viewing you as a commodity business. This means that you are no different than any other business of your type out there. And, that’s the kiss of death! Think of the lowly cheeseburger. There are many, many businesses out there that promote their cheeseburger. So, why should you pick one of the other? Well, it depends on how you view the cheeseburger. If you are looking for a quick “fill me up” then you want the most for your dollar and you will go with cheapest solution possible. If you are looking for taste you will go with the burger that meets your taste desires – flame broiled or fried or Angus beef instead of ground beef. Whatever you want the most you will seek out. It’s also important to look at the list I just mentioned. I just spoke about a plain ole cheeseburger but I differentiated it in FOUR different ways. I created four different “boxes” in which we look at a cheeseburger! Many years ago the big players in the burger industry took a look at their product – a cheeseburger and they realized that all customers viewed their product equally. In other words a cheeseburger is a cheeseburger is a cheeseburger and the only differentiating factor is price and price alone. So, to get away from price they created different “boxes” which changed the paradigm of buyers. One company focused on their “flame broiled burgers” and now they weren’t selling a cheeseburger they were selling a “flame broiled cheeseburger” and lo and behold they had a different product in the eyes of the consumer even if they were still selling meat on a bun!I could go on and on with these examples but my point is this – if you want to sell your product in a sea of similar products you have to make it stand out from the competition. You have to take time to figure out how you are different than your competitors, why should customers buy from you and are you selling benefits or features? Remember, features “tell”, benefits “sell”. We all love to talk about our cool features but your customers want to know what’s in it for them! So today take a look at your product from your customer’s viewpoint and you will find more conversions and less shoppers!

About the Author: Todd Wesley is a top internet marketer and has grown three successful internet based businesses since deciding to DO SOMETHING about his life in 2003. His proven tips and tricks help home based entrepeneurs everywhere grow their businesses in record time. Through his newest venture: he is teaching others to DO SOMETHING about their life instead of letting it pass them by.

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