When All Things Are Equal
When all things are equal, you better change the equation. You gotta have a competitive advantage. You need to stand out. You need to know exactly what your clients want. And then you need to deliver it.
Here’s the deal. If you are just selling stuff, you’re offering the same stuff, from the same suppliers, to the same buyers, in the same way as everybody else. You have got to change that scenario.
What is your wow package? What is it that you do that is going to make you stand out? Are you bold enough to stand out? Are you willing to create some unique standards of customer care? Are you willing to research more, learn more and work harder to get to know what problems your customers and prospects have and go to work to solve them?
Get in the mud with your customers. Learn their industry. Attend their trade shows. Subscribe to their trade publications. Read their association website. When you talk to them about their industry, and the trends and problems facing them, something magical happens.
You stand out.
And suddenly, all things are not equal.