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The Complete Guide to Building and Growing a Talent Development Firm by Stephen L. Cohen

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6

MOVING YOUR OFFER OFF THE SHELF

The aim of marketing is to know and understand the customer so well the product or service… sells itself.—Peter Drucker

So you’ve developed an offering, hopefully with the intention of addressing a unique market need that differentiates it from the competition. Now you can sit back and listen to the phone ring or wait for your inbox to flood with requests from companies clamoring for your product or service. Right? If only it were that easy.

Moving your offer off the shelf is all about being deliberate in marketing and selling, so that you can gain the right to win over customers. Unfortunately, it’s not easy to break into the marketplace. Often, this is not because a firm cannot help an organization resolve ...

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