Products and services. Effective product strategies include concentrating on a narrow product line, developing a highly specialized product or service or providing an unusual amount of service. The average dissatisfied customer tells nine others of their dissatisfaction. Conversely, the average satisfied customer tells only five people. This marketing decision area includes advertising, salesmanship and other promotional activities.
Every employee is involved in sales and excellent service means increased sales.
High quality salesmanship is the best way for a small business to sell its goods and services. Higher prices mean lower sales volume. A loss leader policy will develop higher sales levels, but less profitability. Small businesses can often command higher prices because of the personalized service they can offer. Customers pay more for better service.