MOST OF US are a little bit afraid of our competitors. All too often, they come over and eat our lunch—we lose customers to them, and if we keep on losing customers to them, we lose our business. What is easily forgotten, though, is that they are probably just as afraid of us as we are of them. After all, we have a better product, better customer relationships, and we are all-round nicer people.
So why not be up front about it with our customers? We don’t have to run our competitors down, in fact that is usually counterproductive because people feel sorry for the underdog, but there is nothing ...
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