
Prospects don't buy baloney. They buy benefits.
That's why it's so important to spell out carefully, clearly and concisely the special benefits that your company offers.
Prospects don't buy baloney. They buy benefits.
That's why it's so important to spell out carefully, clearly and concisely the special benefits that your company offers.
Once you "land" your only brand, you need to get others to understand it.
That's where your website comes in.
Burn the "retreat" bridge.
That's what generals in ancient times did to prevent their troops from running away from battle.
So, you’ve pinpointed and promoted your “Only” phrase.
Great! You just took a key step toward gaining the attention of your company’s most powerful prospects.
You can’t differentiate your company until you can differentiate yourselves.
That was my message recently when I addressed CEO’s, senior executives and business owners at two Vistage meetings in the Midwest. Vistage is the world’s largest CEO membership organization.