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Sales Warrior Lesson 30: The Role of the Five FactorsDo you want to focus on just your customers and not worry about your competitors? While that sounds very high-minded, it doesn't make any sense strategically. You are offering a certain set of choices to your customers. How do they decide whether those options make sense? They have only one way to do it: by comparing the options that you offer with the options that others offer. When you say that you don't worry about your competitors, you are saying that you don't want to see the situation from your customer's viewpoint. You are saying that you don't want to help him or her with the real problem: making the best possible decision. If we overlook any of these five factors in analyzing our sales position, we cannot understand our position relative to our competitors' positions. If we do not consistently find a way to surpass our competition in these key areas, we cannot succeed over the long term.
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Copyright 2005-2008 Science of Strategy Institute, Clearbridge Publishing, and Gary Gagliardi |
