In today’s marketplace, it’s your differentiators and relationships that make the difference. Consumers deflect 85% of the messages that come their way. Your company’s name must have meaning and must stand for something that is quantifiable. If they don’t know “who you are” and “how you are going to help them” then you fall in the circular file with everyone else's message that means nothing.

Smart companies spend their resources educating potential clients about “who you are” before they show up, then clients know "why they should care” when you get there. Telling potential clients you have great quality and good service will fall on deaf ears. 90% of companies in your domain have great quality and good service! The only differentiator for quality and service is when it’s bad. More to follow...

Book to be released: Winter 2008