What Went Wrong?
The problem we see consistently is that business owners never really define the reason why their prospects should choose them over their competition. They lack a truly unique selling proposition (USP).
The choice of a cost focus strategy would seem ideal for many small businesses, after all, their cost base is generally a lot smaller than their larger rivals. However, they do struggle to compete on cost because of their lack of size, they don’t have the buying power of their larger competitors or the benefits that economies of scale bring.
This leads to problems when trying to compete on ‘price’ against larger competitors (not that I would ever recommend competing on ‘price’). So if you don’t want to or can’t use a cost focus strategy then the logical choice is to differentiate your product, service, or business to an extent that you’re the logical choice in your marketplace. This is why you need to create a Market Dominating Position as an extension of your USP.
This is where the problems begin, understanding how to truly create a Market Dominating Position is not a well-trodden path for most business owners.
It doesn’t have to be like this. We’ve designed this training to enable you to fix this and finally have the confidence to build a Market Dominating Position.