You will learn how to position & differentiate your company from your competition & discover unique communication tools to convey your competitive advantage.

In An Overcrowded Marketplace, What is Your Company Doing to Stand Out?

Today, if your business or brand doesn't stand out...you will quickly become extinct. Businesses start and fail in the United States at an increasingly staggering rate. Every year, over 1 million people in this country start a business of some sort. Statistics tell us that by the end of the first year, at least 40% of them will be out of business.

Within 5 years, more than 80% of them- 800,000- will have failed. Adding insult to injury, if you own a small business that has managed to survive for 5 years or more, don't hold your breath. Because more that 80% of the small businesses that survive the first 5 years, fail in the second five.

Why is this? Why do so many people go into business, only to fail? What lesson aren't they learning? Why is it that with all the information that's available today on how to be successful in small business, so few people really are?

There are many factors. But two resonate with achieving sustainability. Positioning & differentiation. Ignore them, and you will likely join the hundreds of thousands of people every year who pour their energy and capital- and life- into starting a small business and fail, or the many others who struggle along for years simply trying to survive.

Why are these two words so critical to a business owner? Studies have proven that most buying decisions are made on some form of emotional connection with the brand. Today, consumers have an overwhelming number of products & services to choose from. And limited time in which to make their choices. Typically, buying decisions are made rather quickly, depending on the amount of money being invested. The larger the purchase, the more time that is spent in the decision making process. Also, the larger the item purchased,(like a car, RV, boat or home) the more time it takes and the more additional competition enters the mix.

What does this have to do with positioning & differentiation?

Everything! Positioning is how to be seen and heard in an overcrowded marketplace. It's the battle for a consumers mind. Today's marketplace is no longer responsive to the strategies that worked in the past. There are too many products, too many companies, and too much marketing noise. As a savvy marketer, to be successful, you must touch base with reality. And the only reality that counts is what's already in the prospect's mind.

In the communication jungle out there, the only hope for a small business owner to score big is to be selective, to concentrate on niche markets, to practice segmentation. In essence, "Positioning."

Anything Can Be Positioned

• Business coaches, marketing firms & consultants 
• Law firms, CPAs & financial planners
• Luxury items such as diamonds & furs
• Real estate properties
• Stock investments
• Vacation destinations
• Even your resume

Think About the Power of Positioning & Differentiation

If anything can be positioned, how effective are you as the leader of your organization to recognize rather your marketing efforts are being properly positioned in the minds of your customers & prospects? Have you identified with laser clarity, how your marketing message is being perceived by your customers & prospects? If you're experiencing significant increases in your annual revenues and profits are at an alll time high, chances are, you're doing a great job at positioning & differentiation, If your sales aren't where you'd like them to be, we can help.