Stop and take a look at your business from someone else’s point of view.
Do you know what your customers/prospects think they are buying when they pull into your parking lot, walk through your doors, meet an employee, look over your materials, visit your website, see your advertising, meet you in person, call you on the phone, etc.? What “feeling” are they going to walk away with after the sale? After all, it is the “feeling” that they are really buying. How good are you at predicting what those “feelings” will be and how your product (the business) as well as your merchandise will fulfill them?
Ask yourself: “What do I want my customers/prospects to feel when they have an encounter with my business? What is the most important need that my product (the business) fulfills for them? Why should they buy from me (what do I offer them that no one else does?)”
Identifying with your customer is not only important, it is crucial for the sustainment and growth of your business.