Page 161 - 100 Great Marketing Ideas (100 Great Ideas)

constitute one of the three largest suppliers of home computers.
Dell is able to supply laptops and PCs, custom-built to the client’s
exact specifications.

In practice

• Technical support and advice is crucial to this idea. People know

what they need, but often do not know what they want.

• Quick turnaround is important: customers might well be

prepared to accept a less well-tailored product rather than wait
weeks for perfection.

• People will pay more for a tailored product, but not a lot more:

make sure the extra cost of tailoring is more than covered by the
premium people will pay, or by the extra business that results.

152 • 100 GREAT MARKETING IDEAS