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Making The List

Getting On Bbq Grill People’S Product Short List Isn’T Easy. The Company Is Particular About The Products That It Carries, And It Is Instituting A New Strategy That Will Reduce The Number Of Manufacturers’ Lines That It Offers From 12 To Just Eight.

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Barzilla Says, “We Want To Narrow Down Our List Of Products To Offer Just A Few Selected Grills Within The Price Range. I’M Not Aiming To Be The Walmart Of Grills. If You Offer Everything Under The Sun, It Is Difficult To Inform Customers Of The Features And Differences. We Try To Showcase All Of Our Available Products In The Showroom To Give Our Customers Hands-On Instruction For Each Of Our Grills. This Is Not Possible If You Offer 30 Different Brands.”

In Each Price Bracket, The Company Chooses Two Or Three Manufacturers That Offer All The Desired Features. Barzilla Says, “Adding Any More Is Redundant, And It Just Makes It More Difficult To Explain All The Differences To The Customer. It Is Also More Complicated For The Salesperson To Figure Out Which Grill Best Suits The Customer. With A Slimmed-Down Product Offering, We Can Educate Customers More Easily And Quickly, So They Can Start Making Decisions Within A Few Minutes.”

In Deciding Which Products To Keep And Which To Lose, Quality Is The Criterion At The Top Of The List. Barzilla Says, “While Quality Is An Umbrella Term, A Lot Of Manufacturers Out There Will Cut Corners To Get The Grill Down To A Particular Price Level. If You Put Blaze Up Against.

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