The biggest mistake
entrepreneurs make is in focusing on what their
product or service
is. Rather, it''s what it does
that''s important, says
Tracy. "A health-food product contains nutrients that are good
for the body. That''s what it is. What the product
does is make the
customer thinner, more energetic, and able
to accomplish more with less sleep," he explains. "Always
concentrate on how your product will benefit your
customer."Your best
prospects have a keen interest in your product or
service and the
financial resources to purchase it. They are the ones who will buy
most quickly. "If you''re selling photo-copy machines,
don''t try to sell to people who have never bought one
before," Tracy suggests. "Sell to those who already have
one, or to those you know would be interested in buying one. Show
them how yours is superior."