Peter Cohan: Differentiating Your Offers Starts With The First Contact
Another excerpt from Peter Cohan’s very insightful new article “Stunningly Awful vs. Truly Terrific Competitive Differentiation – What, When, and How” From the customers’ perspective vendors are “differentiating”, positively or negatively, with every contact, every meeting, and every deliverable. Let’s explore possible negative differentiation first. How do you feel about: Vendors that cold call you – repeatedly? […]
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