by dferris
2. April 2009 09:00
Time to face the facts. Given nothing to prove them wrong, here’s what your prospects believe - one business is just like another. Any accountant can complete my tax return, any electrician can install a ceiling fan, and any restaurant can fill me up.
Now, I didn’t say it was true. In fact, you know it’s not true. But there you sit, doing nothing about it.
If you can’t find a way to differentiate your business from every other business that says it does what you do, and if you can’t communicate that difference in a way that really matters to a narrow target market, then you’re basically in the commodity business. If I can’t tell how one business is different than another, then I will use the only thing I can measure – price. Yes, the driving force in the commodity business is always price.
In case you haven’t discovered this yet, price is a crappy place to compete. I assure you that there is someone out there willing to go out of business faster than you.
So how do you get out of the commodity business?
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