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An Idea A Day by David Thompson

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SALES

TAKE YOUR TIME

Patrick Forsyth

MANY PRODUCTS AND services are non-standard. A kitchen can be designed and tailored to fit your needs and your house, a landscape gardener works in a similar way, many computer systems and consultancy of all sorts are bespoke. To a degree this is one of the strengths of such products, and one of the things that persuades the customer and prompts purchase.

But there is a danger. If the customer does not believe the product or service is really bespoke (when that is what they want), but suspects what they are being offered is actually just a standard option, then a unique aspect of it is negated and selling ...

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