An asphalt and concrete company expanded to a new city and contacted GPS Marketers to help them with a marketing campaign to promote their business. The projects the company did (asphalt and concrete paving, driveway sealings, and other concrete structures) were expensive, and GPS's market research showed that many buyers were fearful they would be disappointed with the work after spending thousands of dollars. GPS worked with the company and designed a campaign that would address and alleviate customers' fears right from the start. An important part of the campaign was highlighting the two-year warranty the company offered, which was a year longer than what was offered by any competitors. Why is it important to anticipate what fears customers may have? Understanding customers' fears helped the company know where they could cut costs and services without negatively impacting business. Knowing what stopped customers from buying their products and services helped the company see the need to hire marketers who were better equipped to handle this type of problem. Putting to bed any fears customers may have of the product being worth the price tag helps maximize sales and creates happy customers who will return. Anticipating the fears customers might have about spending a lot of money helped the company understand that it needed to reduce prices as much as possible