If you have been following the blogs in this series [Overcoming Commoditization – A Study of the Metals Industry (Pt. 3) | McMann & Ransford], then you know by now our point of view that overcoming the inevitable – some degree of commoditization – is not only...
In today’s world, innovation commoditizes quickly. It used to be that truly innovative pieces of technology had years of market domination before competition arose. Today, competition enters the marketplace in a few months. In previous blogs, we have discussed that...
Talent Development & Customer Intimacy As I stated in my last post, talent is always important and is one of the key drivers of building and sustaining customer intimacy. Your people will constantly be generating new Ideas, then taking those Ideas to your...
Many of our historically product-focused clients are shifting their organizational and operational focus to address buyers’ needs in their key markets. Talent is always important but is particularly critical as businesses move to these customer intimacy-based models...
Since it’s so important to success, let’s talk about messaging and the sales force. You must differentiate your business with clear messaging attributes which include: An Idea Selling™ storyboard Answers to key questions like:- “Why” they...
