Dare To Be Different

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the ceo magazine, marketing
Scott Addis, CEO, The Addis Group

In today’s dog eat dog business environment, it is essential that you develop a strategy to stand out in a crowded marketplace… to separate yourself from your competition.  Simply put, to be different! 

Theodore Levitt, the renowned economist, professor at Harvard Business School and editor of The Harvard Business Review had the following to say in his 1991 book entitled Thinking About Management:

“Differentiation is one of the most important strategic and tactical activities in which individuals and companies must constantly engage.  It is not discretionary.  And, everything can be differentiated, even so called commodities such as cement, copper, wheat, money, air cargo and insurance.” 

Closing Out The Competition

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the ceo magazine, sales
Nikolaus Kimla, CEO, Pipeliner Sales Inc. 

The inner-workings of business can be a tricky game. Prospects looking to invest to any degree in your company must be skillfully shown their need for your product or service in such a way that they become convinced of it. It then turns into the ultimate chase of gently but firmly closing the deal.

The factor of competition adds a whole other layer to a business strategy. Some businesses chose to virtually ignore competition; others simply do their best to knock it if it comes up during the sales cycle; still others will go as far as to lie about it to prospects in an effort to kick it out of their minds.

Imagery is Worth a Thousand Words

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Anne Miller

Which new company name arouses your curiosity most? ABC Marketing Inc., Integrated Marketing Resources, or Marketing Sherpa? Most likely, you chose the third option. It’s different. It’s visual.

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