EIGHT
Achieving Competitive Advantage
AS WE SAID before, the purpose of marketing is to create perceptions of “unique added value” in the minds of your customers. To survive and grow, every product and service offering must have some clear, distinct competitive advantage over its competitors in the marketplace.
Competitive advantage is the key to sales success and high profitability. It is absolutely essential that you are excellent in some specific area that customers value. You have to be able to say to your customers, “We offer the very best for you in this critical area.”
Everyone in your organization should know exactly where, why, and how your company and product or service is superior to every other competitor in the market. If you are ...
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