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Vincent Mallardi
and Cmc
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• Not bear false witness or take names in vain—Bad-mouthing the competition is unethical and also counterintuitive. Offer, instead, side-by-side qualitative and quantitative comparisons of features-to-benefits, even if some appear to favor one or more adversaries. Speed of response, depth of experience and assurance of 100 percent satisfaction are among the many differentiations one may position to prospects. Use worthy competitors to your advantage.
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Vincent Mallardi
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Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at vince@pbba.org
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