Speaking to a number of small business owners the other day, they commented on what had changed over the last few years. In particular, was the lack of interest in the technical aspects of their product. People’s buying behaviour and motivation had shifted. Interesting….

One even ventured to say that the product was secondary now and that customer service was more important. The technical stuff, to many people, has become irrelevant perhaps because products are so good now, quality a minimum standard and the perceived risk isn’t in the product anymore but the company. The difference between a one car and another is marginal really.

That strikes home. If that’s the case what business are you in? If you are a printer, are you a print company anymore? If you make signs are you a still a sign maker? If you are a training company, are you a trainer or imparter of knowledge? If it’s the latter, your marketing should mention it!

If I can get what you do from anywhere, how does the fact you are a printer make you add value to me? Look at Estate agents, consider newspapers, scan the retail market to see why people are having this problem. They haven’t answered the question; what business are we in? They haven’t understood that their product is common. It’s not scarce and there business model reflects that.