You’ve landed your meeting with the CFO. She and her team are all assembled and ready to listen. Barely five minutes into your presentation, you see the disenchanted looks on people’s faces and realize, with that sinking feeling, that no … Continue reading →
Prevailing against an incumbent, and sometimes other agents, can be tough. But there’s an invisible third opponent lurking in the shadows that can be the most challenging of all. When we’re selling something that people already have, whether it’s insurance … Continue reading →
Whatever you’re selling – a product, a service, even an idea – you need to communicate its value. But value, like beauty, is in the eye of the beholder. That’s a universal truth. Value is only meaningful in context. To … Continue reading →
When you think about the competitive advantages your agency offers, there are really only three basic arenas of competition: price, product and service. While some things might fit into one or another of the categories (bonding, for example could be … Continue reading →