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Here are four rules for selling your product whether it's bowling, billiards, swimming pools or soda
1. Be different and then make sure you can prove it. If you offer something that everyone else does at a cheaper price, your competitors will probably meet or go under your price, at least for the short term. Being different doesn't mean being the cheapest guy on the block.
2. People can spot a fake from a mile away. Don't oversell yourself. People know when it's too good to be true and when it's real. If you over-promise and under-deliver, you now have a foot with a bullet in it. Under-promise and over-deliver.
3. Go above and beyond. You would no doubt be surprised to find out how many of your competitors do less than what the customer expects. In fact, they probably do nothing. Have a sense of professionalism; understand your customer better than the other guys. By understanding their expectations, you can set a benchmark and then learn how to exceed it.
4. Do more research. When was the last time you asked your customers and prospective customers what they really want or at least offered them a choice of different options from which to provide you feedback? If you haven't, then you are dealing with hearsay information and that's always dangerous.
So be safe...and go sell something.