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Jun 1, 2009 12:00 AM
“Ask, ‘Why do customers buy from us?’ Drill past fluffy, non-specific descriptions like quality and service. Dig deep to find specific nuggets of truth defining your competitive advantage. Do 99% of your jobs deliver on time? Do you proof-read every job in the shop? Do you have the smallest carbon footprint in town? Knowing your true strengths and using them to create a powerful value proposition helps you understand how to position yourself to find the right customers — those are customers who love what you offer and buy for reasons other than price.” — Linda Bishop, thought leader in sales solutions, Thought Transformation (www.thoughttransformation.com)