Take the time to find out exactly WHOM your consumers are. Once you get to know them, you’ll know what to say to them!



Your first job is to find out who your consumer “target group” is. In retail, the consumer is everything. Without knowing whom your target group is, you risk running in the wrong direction. It is common to think of yourself as a consumer and use your views as part of a consumer target group. This is where you go wrong; a large part of your true target group might have a totally different view. It is crucial that you really make an effort to find the true profile of your consumer target group.



To generate a flow of customers, they have to understand what benefits they get from your product. Think WHY the customers should buy your type of product? Why should they choose your product over another? It can be very difficult to find the USP’s (Unique Selling Proposition). I suggest you read newsgroups; Talk to customer service; Buy a range of competing products and install them all; Read all reviews on similar products; Let your Mother install the products. Leave no stone unturned. Lastly, try showing your product to a professional marketing company who has methods to find the USP’s; almost all products have something Unique about them, you just have to know where to look.



If price makes the USP, then you’ll want to use that, but that alone does not necessarily make the product attractive. Why does the customer need it in the first place?