When we think of our business in terms of a product, what do we really sell? The obvious answer is not always the right one. Some of us tend to think in terms of ‘I own a café therefor my product is a cup of coffee’ or ‘my pasta is the best in the area and this is my product’. All this is may be true, but before long someone with a better recipe will move to your area and your customers will go there. What we are really selling is leisure time or escape from daily routines. You can give me 5 good reasons why a customer should visit your establishment, and I bet I can give you 10 reasons why he should not. I found that we often tend to forget that our coffee or pasta can be sourced in other places. What we are selling is time with a colleague when we are on break from work, or an evening out with the kids and a romantic dinner with a partner, all of them far-reaching reasons than just another coffee.
