There are two business laments I run into all the time, but they are really related. Lament one: “XYZ company went with my competitor. How dumb. They don’t have any brains. If they did, they would know how much better my company (or product or service) is.” Lament two: “All my prospects are complaining about price and haggling with me. What a bunch of cheapskates. They don’t care for quality and want something for nothing.”


Understand something, friend — It is not my business to know about your product and how good it is. It is your business to tell me. And I have a short attention span, so you’d better make it interesting, entertaining and convincing. Understand something else — Nobody ever complains about price. When I tell you your price is too high, what I am really telling you is that you have not done a good job of establishing the value of what you are trying to sell me.


Think. There must be something unique about you, your company and your product. If there isn’t, consider folding up shop and going to work for someone else. This unique something is relevant and important to your consumers. It will help them decide to do business with you. In marketing we call it a Unique Selling Proposition or simply, USP.

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