Where the BUSINESS Is

Before getting to the solution, let’s first look where your best opportunity is. In most competitive markets there are essentially three types of buyers:

The VOLUME Purchaser
…the heavy user, companies who spend hundreds of thousands or more…and usually buy based on price.

The BOUTIQUE Shopper
…the companies with very specialized needs who buy from niche suppliers.

The MIDDLE Market
…everyone else. From the “onesy”, “twosey” occasional buyers to the companies with regular needs.

If your business is like most, you need to win in the middle market. But, this is the place where the competition is greatest—and differentiation is most difficult. In the middle market, the key to winning is to focus on the one thing your competitors can never beat—creating irresistible customer relationships.