Some Sage Business Advice from James Schrager
Alternatively, as a world class expert, you’re known to the buyer...and to most of the rest of the players in the industry, too. How? By being a world class expert you’ve spoken at conferences, written articles and been on the board of various associations. If it sounds like that’s going to take a lot of time, it’s because it will. But it can pay in the long run, and the good news about this position is that it can be believably promoted (if indeed, you’ve done the foundational work) because there are external markers that support and validate your assertion. In direct marketing, think Peppers & Rogers.
Finally, as innovative solutions provider, you don’t need to know your prospect and they don’t need to know you. You need to blow them away with a great pitch involving fresh ideas they haven’t seen before. It needs to be simple once explained, and they need to be able to use it tomorrow. So, while not a silver bullet (great thinking and superb solutions are, sadly, more easily described than created), this is a market strategy that is more “available” than the first two. One major challenge of this position, however, is its near ubiquity. Just punch “Innovative solutions provider” into your favorite search engine to see for yourself. I did, and in 0.33 seconds, Google returned 120,000,000 results.
So what kind of company is yours? Run down the list of each of your customers and ask yourself what you are to each them. And here’s the strategy part...what do you want to be to the next new customer and how will you create and sustain that position?
A third-generation printer, Dustin LeFebvre delivers his vision for Specialty Print Communications as EVP, Marketing through strategy, planning and new product development. With a rich background ranging from sales and marketing to operations, quality control and procurement, Dustin takes a wide-angle approach to SPC