Books By

competitive advantage

URGENCY – Foundation of a saleable product

A lot of articles talk about ‘creating’ urgency in order to sell your product. However, I don’t think you can base your product’s salability on hoping marketing and sales manipulations will create a motivated customer.  If your target customer does not already have some urgency in finding a solution to the problem he has, it will be hard to pump up urgency to a point where a prospect becomes a customer.

The customer who is prepared to take money out of his pocket and give it to you is a motivated customer; he is motivated to find a solution to a problem he knows he has. Motivation drives sales—an unmotivated prospect will not become a customer. The ease with which you create that actionable level of motivation is a direct function of urgency: more urgency, more motivation.

Urgency is used to judge how easy it will be to sell your product. Really easy is good; it means you don’t have to work too hard to make the sale. I’m not saying it is good to be lazy, I’m saying that you can make more profit with X number of marketing/sales dollars than you can if you have to… Continue reading

Working out Your Competitive Advantage

There are very few unique ideas in the world; don’t think you are the first person in the billions of people in the world to think of it. The difference between success and failure relies on a lot of factors, like management and customer service, but every successful product has some distinguishing characteristic, some competitive advantage, that sets it apart from the competitors.  These unique characteristics succeed because the customer sees more value in them—and consequently, in your product—than other products.

Not every successful feature translates into a competition-crushing product.  Your product may have a price advantage, but that might only appeal to a small part of the market interested in ease of use.  Your product may be blue instead of red, and that, for some crazy reason, might appeal to a huge part of the market, making your sales skyrocket. There are tons of examples of products in which a seemingly simple difference made a huge difference.

So, finding that simple difference can lead to success. How do you find it? I’ve been studying sales process for many years and I think I have an idea. In sales, one important thing to ask prospects is how… Continue reading

DeadSight

Sequel to ALONE

Mason and Amy Banks, Jacobs/Benson Thriller

Mason and Amy Banks thought they would enjoy a peaceful retirement from a career of delivering swift justice to bad people.

They wouldn’t.

Much of how the brain functions remains unknown. But Doctor Feng Zhuang was convinced he had discovered a world-shattering secret.

And some unscrupulous people discovered a way to take unfair and cruel advantage.

Available on Amazon