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Are You a One Trick Pony? | Why Promoting Range is Key to Consideration

Posted On - 08/03/2013 15:13:36

Don't just sell products and services: sell your rangeRange. It's important to customers. Key to why they consider you. It defines what you do and becomes what you'll be known for. What people expect and even assume you do. And it works in two ways. You could choose to "supply for all everyday IT needs." Alternatively, you could choose to be "Wakefield's specialist inks shop." Each has a clear identity. Each conjures an image in customer's minds. Each sets expectations. And each has a very different range.

This blog is not about what identity you should have or what you should stock. Those issues were discussed at length in Shop Talk®'s blogs "Become THE PLACE to Go", "Taking Stock of the Situation" and "The World on Your Doorstep." No, this blog addresses a key issue: you may be the greatest IT shop in your locality, your town or city, even the world, but if no-one knows that you are, you will struggle. But I'm not going to discuss marketing individual products and services. This blog is about something more subtle and arguably more important. It's about how you sell ‘range.'

I'll go there, they'll have it

This is your goal. That everyone in your catchment thinks you're the best option – customer or prospect. Be that for ‘everyday IT needs' or ‘Inks', whether you're a specialist or broad supplier, you want people to choose you because they think you're an option worth considering. You can't rely on them coming to you in the hope that you'll do what they want, it's unreasonable to expect them to take the risk. What you have to do is make a point of communicating ‘how' they should consider you. The question is what to do? Here are 8 tips....

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