Voting it the winner by a wide margin, my clients and colleagues favored Confessions of a Market Dominatrix as the title of this blog and my upcoming book. It was very tempting. But I ultimately decided against it, even though it does aptly describe my obsession as a marketer and process of discovery in answering a vexing question: In the business-to-business sector, why is it that certain companies become influential rock stars of their markets, making piles of money and huge margins as the sought-after standouts, while others become commodities that scrape by for every dime and barely hang on for dear life? How do the winners do it?
Through numerous insider stories and examples, this blog (and ultimately the book) will reveal the secrets of dominating business markets for exceptional margins and growth. It is aimed at executives whose companies primarily sell business expertise in the form of services, products and solutions. This market exceeds $4 trillion in annual revenues and spans industries from information technology and professional services to telecommunications and advertising.
The biggest problem companies in this market face is the inability to clearly differentiate their offerings, which leads to commoditization and price-based competition. This eventually puts them out of business.
I firmly believe that every company, particularly those that sell services, should aim to become the Go-To in a market full of me-too competitors. Be the go-to provider. Own your market. Be the first name that comes to mind for a particular market problem. It will allow you to rise above the fray, charge premium prices, and achieve sustainable growth.
Drawing from 24 years of research, practical experience and wild (though not always pleasant) adventures, this blog will help you move your company toward go-to status. It will lay out an approach I developed over 10 years ago called the Apollo Method for Market Dominance(TM), which uses the Apollo space program as a metaphor (more on that down the road). The strategy is counterintuitive: target fewer markets with fewer offerings to stand out as the premium-priced market leader among a pack of commoditized me-too competitors. You’ll learn more about this. You’ll also learn how to implement the strategy. Strap on your seatbelts for what I hope will be an entertaining journey through the four-part method: 1) take ownership of a specific business problem and develop a solution; 2) lead a movement in the market around the problem and solution; 3) guide clients on this problem-solving voyage to deliver on the promises; and 4) stay ahead of changes in the market.
You’ll come away from this blog (and eventually, the book) with insights on how to do the following:
- Differentiate offerings in a way that competitors can’t easily copy
- Ensure strong revenues and profits, even during market downturns
- Stand out and get attention in a crowded market
- Define and deliver products and services that business customers clamor for
- Build a reputation that will compel customers to seek you out
- Get radically better results from sales and marketing efforts
So stay tuned…there is much more on the way.