" Create products and services for a specific type of person with a specific problem ."
sales meeting , the larger organizations skipped right over the cheaper “ Small Office ” option simply due to the name . Not one even considered it , often stating , “ That one won ’ t work for us .”
The key to having your services appeal to prospects and price elasticity is in the specificity : Create products and services for a specific type of person with a specific problem . Describe the problem it solves , not the “ stuff ” inside . The services can be the same plus or minus a few key things with a few minor tweaks . Many of the store-brand products you buy at the grocery store are manufactured under a private label by the same , more expensive name-brand products that sell for higher price points , and they ’ re often stacked next to each other on the store shelves . Many of the cereals you buy at the grocery store are actually manufactured by General Mills . Great Value peanut butter is actually Peter Pan peanut butter . Kirkland ’ s Signature House Coffee is actually roasted by Starbucks and sells for about half the price . Why would brand manufacturers do that ? Because they know the store-branded items will never outsell a well-designed , properly marketed , brand product . There is a huge marketing lesson in this . Don ’ t miss it . n