That’s right, here’s the inaugural show of my new video show entitled,
The World’s Most PERSONAL Business Marketing Show
Thanks for joining me. Please feel free to send me your questions, comments and more below.
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I read Craig Terrels and Arthur Middlebrooks book entitled, Market Leadership Strategies for Service Companies. Definitely worth the read.
I am struck immediately by the trap they say many service companies fall into, namely of “doing things better.”
The need for constant improvement in process, quality, cycle time and a host of other operational activities has not necessarily helped to improve market share and profits. It has however created a “commodity” mentality into our businesses.
I am sure that many of us have fallen into this trap. So listen to what Terrels and Middlebrooks say in the 3rd Chapter.
Service companies need to dare to be different.
To find a leadership position in the market…. and then to lead. The key strategy is to be different from competitors. Service market leaders dominate their market niches by playing their own game, as opposed to one-upping competitors with the exact same offering. They break free from “be better” – internally oriented initiatives to pursue “be different” – externally oriented strategies.
Being different is grounded in providing customers with the unique value that they cannot get from any other competitor. It means constantly moving into uncharted waters and rallying the organization to do so confidently.
Are you willing to play your own game? To stand out in an overt and obvious way?To DARE to be different?
It can be scary, but very worth it.
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I rant about this regularly, but your positioning is critical.
You must create a obvious uniqueness that allows you to differentiate yourself in the market.
You must stand out.
Check out this store that is doing it.
Let it be a catalyst for you in defining your own position.
It only sells stuff that is black and white.
If they can create a very definable position, so can you.
If everyone in your market is selling colors and shades of gray, why not be the black and white option. If everyone else does “x” make sure you do “y” or at least “X” with “y”
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