For example, General Motors executives who drive company cars. They didn't research the car online, they didn't shop around and talk to several dealers about it. They didn't have to trade off something else in their budget to afford the car and figure out how to finance it.
Furthermore, they don't have to worry about day-to-day ownership issues such as paying for maintenance or gas. In other words, our hypothetical executive might know what it's like to use a Cadillac, but he might not know what it's like to buy and own a Cadillac.
And that is why small business owners should:
- Research your product or service online, just as your prospect would.
- Go into a retail store and discuss the pros and cons with a salesperson.
- Place an order online to see how soon it arrives, how the packaging looks and whether anyone from your company follows up.
The Point: You need to experience the entire process around buying it [whatever you're selling] to really understand your customers.
