The Most Important Two Rules!
Remember when Hertz was the number one car rental company and Avis was number two? What was Avis' advertising campaign? (We're #2, We Try Harder). Does anyone know what car rental company is now #1? Enterprise came on to the scene and decided to be more relevant to the needs of car renters. Instead of expensive airport real estate, they decided that they would "pick you up." Instead of a complicated and confusing price structure, they simplified it. They looked deeper into who needs to rent cars and did business development around insurance companies and body shops, too. They dug deeply into the needs of customers and built their company around that instead of competing with Avis and Hertz on their terms.
Find out how to reinvent your company so that you can become indispensable to your clients. You will find that you have now taken price out of the equation. Your customers will be buying your unique experience—something they can get nowhere else.