"If the big companies did everything right, there wouldn't be room for us," says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
Manufacturing in North America has never been more challenging. Not only are manufacturers competing with cheap imports, they're also facing steep competition at home. Almag Aluminum differentiates their brand by focusing on speed. Faster is better.
Big events are a powerful way to build relationships and differentiate your brand. Macpek stood out by organizing a relay-race marathon from Mont Tremblant to Quebec City in May. They had over 650 people cross the finish line, and it created a powerful event to build relationships and connect people with people.
It's hard to innovate if you are not listening. Phil Hollows, CEO of FeedBlitz explains, "The only way we can compete successfully against free services like Google is by out servicing our clients and out listening our competitors."
The best sales pitch is delivered by your customers. There is no one who can convey value better than the people already working with your products. David Tremblay, CEO of Simard Suspensions says, "The best argument to sell your products comes from your customers. You can build the best sales pitch that you can imagine, but let the customer talk about your products and it's much more credible than anything else."
"It's so important to walk the talk," says Alain Ouzilleau, President of Cabico. Great marketing is tangible. It's more than words. It's an integral part of the organization, and holds up the brand like the pillars of a building.
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