Peter Fink, owner of Certified Transmission in Omaha, NE, emphasizes that providing value and customization is critical for a business' ability to compete. People are looking for something different in the marketplace...unique products or customized, personal services. Peter defines value as to how long it will last, not necessarily how much it costs today. Decide what kind of product you have...a want product or a need product. A transmission is a need product. People only buy transmissions when they need replacements, not because they want one. Make sure you thoroughly understand your customer base. Your makret success will depend on correctly identifying the motivations and needs of the customer. (certifiedtransmission.com)