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43Chapter 3: Seeing Your Product through Your Customers’ Eyes
Don’t Do Why
$6.99 each $13.99 — Buy One, Get
One Free Sometimes a low
$14.95 plus shipping/ price conveys low
handling $17.95. We pick up all value. Consider dou-
shipping and handling bling the price but
State and local taxes making a powerful
extra State and local taxes two-for-one limited-
apply time offer.
The word “plus”
alerts the consumer
that the price is only
the beginning.
Calculate and include
shipping and handling
to remove buyer con-
cern and possible
objection.
“Extra” goes into the
same category as
“plus” when it comes
to pricing.
The Care and Feeding of Your
Product Line
There are two ways to increase sales:
1. Sell more to existing customers.
2. Attract new customers.
Figure 3-2 presents questions to ask as you seek to build business from new
and existing customers through new and existing products.
