PRODUCT DESIGN AND DEVELOPMENT

Product Design and Development



Product Design and Development

Answer 01a)

Not only do you need to know who your target market is, you need to know them by name.  There is a big difference between a casual shopper and the loyal customer who sings your praise like you're a best friend. Everyone should be treated well, of course, but some should be treated better than others. In order to do that, you have to know who your best customers are and take extra special care of them. Then there are the things people would like to have -- they want certain things, and they buy them with money left over after their needs have been met. The things people want include television sets, vacations in Hawaii, and -- a combined need with a want -- air conditioned tractors. When someone really wants a product, the line between a want and a need becomes blurred. An enthusiastic salesperson learns to identify such situations as prime sales opportunities. (Devine 2005: 1-11)

An alert salesperson's main talent is the ability to uncover a customer's real need. It's been described as having the sales instinct -- being able to open the door to a customer's real interests and impulses. It's important to remember that the actual nuts and bolts product rarely is what the customer really needs. Mr. Smith may buy a lawn mower, but what he wants is to cut down on the labor of cutting the grass in his yard, or maybe he wants to create a showplace garden. Both of these are real needs -- and a new lawn mower is the solution to the need.

Listen carefully to what is said. You need to be alert for the words which reveal a customer's needs and wants. Keep your attention on the ...