The answer is to develop a unique selling proposition. Something that positions you differently, so that prospects are forced to make an apples-to-oranges comparison when comparing you with your competitor. If they can do an apples-to-apples comparison of you and your competitors, then it comes down to price, and you’re toast. There’s always someon

Head to Head: Positioning to win an existing market

Now that business owners can access such a wide-ranging client base at the touch of a button, the need for specificity to cut through the noise is more important than ever.