Make More Money By Selling What They Are Buying


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coronaLast week I posted about the difference between focusing on what you sell and what the customer is buying using the Stradivarius violin as an example. A new/old example came up again this week: Corona Beer.

Bloomberg News, in an April 16th article, noted that Constellation Brands is making lots of money selling a beer that is considered “…one of the worst Mexican beers.” It’s described by some as having “…faded aromas of sulphur, faint skunk, mild cooked veggies.”

And yet it sells. I noted this phenomenon in my book, It’s Not Rocket Science: Using Marketing to Build a Sustainable Business several years ago. Corona has always been a down-scale brand in Mexico but considered a “better” brand in the US. It became “in” to put a lime in the bottle and drink it. (Skeptics claim the lime in the bottle is to hide the “faded aromas of sulphur…”

You can make a lot more money if you understand what people are buying. And as Corona and Stradivarius show, it may not be “logical,” but it’s still valid.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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