In commoditized markets doing one thing really well is not enough to create a competitive advantage. There are 9 key differentiators. Identify your top 2 to 4 to develop a sustainable competitive advantage, and stand out in your marketplace.
Sales performance is predicated on three variables: Territory, Timing, and Talent. Their impact on your organization is in that order, but the number one predictor of sales performance is the territory.
"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.
It's hard to compete and win against a sticky brand. Growing your brand is a key line of defense, and provides your business competitive immunity. And with competitive immunity comes increased profits and exciting business opportunities.
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