University of Maryland Extension

What are you selling?

Author: 
Ginger S. Myers, Extension Specialist, Marketing, University of Maryland Extension and Kim Rush Lynch, Extension Educator, University of Maryland Extension

Urban Ag home | Table of contents

Producers see their products as the final result of their work. But, we are really seeking a different end product - a satisfied customer. Maximizing your sales potential requires producing the highest quality product. Your sales message is that “produce is not just produce.” Your produce is “special” because of your production system, variety selection, and environmental stewardship.

Quality is a field to plate issue. Customers will purchase your products based on a set of expectations. They expect to pay a fair price, though probably higher than for conventionally grown produce, for a product that is always safe and of a certain quality and consistency with every purchase.

Once you can grow a consistently high quality crop, you can start to market your product. But what is your product? What are its benefits and features? Who is your target customer and why should they buy from you? So, what are you selling?


Previous page:
1. Define your product
Next page: Differentiating what you sell

 

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