Do you have enough products to make your customers beat a path to your door?

“If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbour, though he builds his house in the woods the world will make a beaten path to his door.” This quote is attributed to Ralph Waldo Emerson, but it was recalled by someone else who may have been incorrect. However literary recollections or correctness are not my point; the man in question, if in fact he did produce better books, sermons or mousetraps, would at least have had a range of products to sell. That the world would have beaten a path to his door to buy them, marketing has now taught us, is virtually unbelievable.

My point is that a range of products, even if your customer is only interested in just one of them, is more likely to produce a sale. It’s like going into a poorly stocked shop and, although finding what you are looking for, leaving to purchase it elsewhere for no other reason that you just weren’t impressed enough to buy. I’ve done this, but I’ve also suffered from the poorly stocked shop scenario. I advertised four items and sales were not very good. When I increased it to 20 items, sales of the original four items started to increase.

I think it is more interesting for potential customers to know about any added value services you can offer in addition to your main product, even if they don’t want them. It gives your business a broader perspective which may be enough for a small part of the world to beat a path to your door.


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