CHAPTER 4

What Are We Really Selling?

Making It an Experience

The experience is remembered long after the price is forgotten.

How do you compete? Do you offer the lowest price, fastest service, convenience, a captive audience, or superior service? The answer will determine what your competitive advantage ultimately is. What you and your staff perceive that you sell will at the end of the day be what your customer buys.

The Royal Palm

There are hotels and motels that rent their rooms for $39.99. They are selling a product—a room with a bed, TV, bathroom, and shower, no more, no less. Than you have the Royal Palms Hotel & Casitas in Phoenix, Arizona, an award-winning resort and hotel with rooms starting at $329 a night. They do not sell rooms. ...

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