Tag: Differentiation
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“What Am I to You?” The Positioning Question That Changes Everything
In 2005, I was a Project Manager at Pulte Homes. The cracks in the foundation of the housing industry had yet to appear and we were closing two homes every day. Part of our positioning was an exceptional customer experience. Every step of the way was thoughtful, choreographed even. This is how I came to…
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The Fastest and Cheapest Way to Immediate Differentiation
2025 is the 10th anniversary of my book, Behind Your Back: What purchasing managers say once you leave the room and how to get them to say yes. Here’s an updated chapter from Part I: Rule 1.7: Unsuck Your Business Card. Most business cards are boring, lame, reek of corporate compromise, and are ultimately forgettable. After collecting hundreds of business cards from all over the country, I remember…
The Craft of LBM Sales 