A Different Approach – Get Feedback
Feedback, feedback, feedback. We always advocate getting feedback from your customers, suppliers, industry experts, and other key stakeholders. Each of these groups has a valuable perspective on how your company is performing and how you match up against the competition.
- What are your unique differentiators?
- Where do you have a competitive advantage?
- What is your reputation?
- How are your people regarded?
- Is your offering, be it a service or product, modern or distinct enough to be a “must-have”? How vulnerable is it to new offerings or new technology?
Granted, every company will have different points to emphasize in the selling process: better flavors, more attractive fashions, a superior finish, faster service, healthier ingredients. The key is to really understand each and every way in which your company leads the competition and to sell these together as the value of your brand.
If you can learn how to sell value, showing ROI and highlighting benefits, you will feel less pressure to compete on price alone. Sure it’s a poker game, but the more of these you win, the sturdier a foundation you can build for the rest of the company.
