Customer's buy benefits. Customers must receive more in value than you charge for your goods and services. This means attention to detail. Answering the phone on the first ring, providing an 800 number and 24-hour customer service numbers are examples. Know your Audience.
Every business has to know their audience.
Volvo and Nissan have very different audiences, and their advertising, pricing and even the location of their dealerships reflect this. Young adult audiences may value low price, while another group may value quality, performance, reliability or some other item. In the old days, this meant the street address of your shop or store. Now it means getting your marketing messages into your customer's hands when and where they are receptive. Be certain your website is located at the top of the search engines.