Because sales almost always occur directly to the public, producers must cultivate interpersonal and marketing skills as well as crops. The marketing professors tell us that the most important rule for a successful business is to know your customer. Since our customers are not limited to any one age or socioeconomic class, we can expect the overall behavior of Americans to reflect customer trends. Let us examine some of the characteristics of today's food purchaser, and think of how we, as growers and marketers, can improve our ability to sell more fruit. The following list of characteristics is a bit exaggerated, but does serve to point out the changes that are occurring in our society, and our need to adapt to those changes.
Customers are rich and lazy.
Although it is not wise to tell this to a customer's face, you must assume that people want to perform as little physical labor as possible. The popularity of riding lawnmowers, electric can-openers, automatic garage door openers, and fast food restaurants attests to the average American's disdain for physical chores and boring routine. Try to recall the most physical, boring job you have ever done. Although several jobs may come to mind, picking strawberries probably ranks near the top. Convincing someone that picking berries is fun, and an experience worth paying for, is a challenge for the brightest minds.