In reality, we all look the same. How can you expect your prospective customers to pick you when they see no obvious difference between you and your competitor?
“Strawberries are strawberries, right. I’ll look for the store with the lowest price.”
“All plumbers are basically the same. I wonder who’s the cheapest in town?”
“There’s a mechanic on every corner in this town. I’ll call around for who can do it for less.”
oh . . . not to leave us out . . .
“I just need someone to help me understand social media marketing. I’ll search online and pick the first one I see on Page 1 of Google.”
It happens to all of us. In one sense of another, we’re all a commodity. (By the way, Wikipedia defines commodity: “A commodity is some good for which there is demand, but which is supplied without qualitative differentiation across a market.”)
Scott Ginsberg also relates “How to sell a commodity and still win.” Great practical ideas from the guy with who wears a Nametag everywhere he goes (now, that’s different)!
