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Steak and not the sizzle

This is my previous point. It is not WHAT IT IS it is WHAT IT DOES!

The selling starts the first time the customer shows reluctance toward ownership of what you are offering. This is where the customer does all the taking. Fact finding.

Why do you carry one brand over another? Was it a conscience choice, or did you have to "settle" for the brands you carry? What is the importance of features and benefits over sound quality? ie remote vs non-remote piece.

If you are selling gear rather than the "music listening experience" you are lost from the get-go. The retailer is in business to "move boxes", but that only comes after selling what his inventory item(s) can do to emotionally satisfy the potential customer. A good retailer has products that will meet most customer's needs. Make him believe he will not have "buyer's remorse" buying what you have based on what it does for him.



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  • Steak and not the sizzle - Jim Tavegia 11/25/0512:07:23 11/25/05 (0)
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