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NSP Strategist
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 America's
leading Market Strategist
 Thomas Winninger has been writing about Value Selling
for a long time.
His book Price Wars: How to Win
the Battle for Your Customer was written in 1995.
You can buy this book on his website or from Half.com for as little as
$2.
It is written as a response to the Wal-Marting of America.
How to compete against a price discounter. Sound familiar?
This book shares how to beat the
competition, win customers, command higher prices as well as capture
larger market shares and higher profits.
When a prospect mentions that you cost more than Bell, that
is an opportunity for You and Your Team of devoted employees to explain
your Value, not Defend your Price.
Another book is Price Wars: A Strategy Guide to
Winning the Battle for the Customer
by Thomas
J. Winninger (available at Amazon
for as low as $2)
His latest book is FULL PRICE: Competing on Value in the
New Economy
Learn how
to capture higher profits and customer loyalty by focusing on the
success strategies that shift a company to compete on value, not on
price.
In
the preface to this, his latest book, Thom Winninger observes that,
"The unbelievably competitive nature of almost every industry in
America is forcing companies - big and small - to fight harder for
slimmer margins while battling even more to seemingly stay afloat. The
effects of globalization and deregulation coupled with the preeminent
rise of the consumer through the rise of the Internet are increasingly
contributing to the difficulty businesses have in getting full price
for their products and services." He goes on to say that it doesn't
have to be this way and that, "In the following pages I will show you
in a straightforward, yet powerful way how companies have been able to
get away from fruitless price wars and move toward achieving full price
for their products and services."
You
can read articles by Winninger here:
http://www.winninger.com/html/articles.html
BRAND IT, NAME
IT, MAKE IT STAND OUT
Too often
we relate to things as a definition and not a term. If you have a
delivery, call it “delivery plus” or “at your door” or “getting it
there.” My point is, when we give things names, they are remembered.
“We’ll provide our furnace plus program” as opposed to “we’ll come out
and fix your furnace.”
If you look and act like your competition, lowest price wins.
RE-INVENTION: Who are
You?
like
https://www.nsaspeaker.org/
handouts/atlanta/t.winninger.pdf
https://www.nsaspeaker.org/handouts/atlanta/t.winninger.ppt
"You sell
the Difference not the similarities."
"Your brand
must communicate a culture throughout your organization."
"You are
either managing the past or managing the future. There is no in
between."
"The one
closest to the customer doesn't have to compete"
Talking
about Strategic
Alliances:
"The future
of your industry will depend on the Golden Thread Relationship."
Strategic
alliances are like playing "best ball" golf. We all hit, and then the
longest
shot is
played. Why is this illustration so relevant? The rules of play are
established
up front, it levels the playing field, capitalizes on the strength of
each
member of
the foursome, everyone stays together, and everyone wins together.
In a
strategic alliance, the same characteristics apply.
Listen to
him live: http://www.leadingauthorities.com/ram/winninger_566.ram
Price
Wars
Price Wars: Entrepeneur
magazine has a good article on
pricing.
"As a small-business owner, you just can't compete on price. Forget it!
Actually, the market is much less price-sensitive than you think it is.
The market bears all kinds of prices. Can you believe people pay
$50,000 for a watch? Three dollars for a bottle of water? Hundreds of
dollars for pro wrestling tickets? Consumers will buy just about
anything if they can see the value or benefit."
A Case
Study of Price Cutting Strategy:
Price
wars, of varying intensity, are fought in every market. Price-cutting
is often seen as a way to eliminate smaller competitors, grab market
share and boost sales. But any temporary increase in sales is not
necessarily sustained after normal pricing is resumed.
“Price can make customers switch temporarily to a competitor, but it is
not enough to make them stay. If price was the only factor grocery
shoppers considered, then Aldi would win every time - yet the budget
chain has a UK market share of just 1.7 per cent. "
Price-cutting may bring people in the door, but you cannot keep
customers on price alone. Customer loyalty has to be earned, not
bought. There is also a risk that price-cutting can devalue a brand
Price, then, can be an effective marketing tool - but it must be
combined with a thorough strategy incorporating quality, service and
customer retention. Implemented properly, price-cutting has the
potential to bring down competitors and boost sales. Done badly, it can
be a destructive waste of time and money.
********
A
perfect
example of the result of price wars is the bankruptcies of Delta,
USAir, Northwest and United.
You have to
know what your true costs are and price accordingly.
You have to Add Premium
Value.
If
it is service, it has to be "definable service" If a live
person answers the phone in 30 seconds, that's definable service. If
you have a professional install from a clean, experienced, courteous
technician who takes the time to explain everything, demonstrates how
it works, etc. that's definable service.
More news at the blog
Brand
Autopsy
I read John Moore's blog weekly.
He was the Retail Marketing Manager for Starbucks.
He attended Standard
Bank's ESPRESSO SESSIONS:
"In
these sessions, Standard Bank invites some of their small
business and entrepreneurial clients to an early morning power
breakfast designed to jumpstart their day with coffee, connections, and
kick-ass business ideas. Along with cricketer turned banker dude, Jonty
Rhodes,
we all shared espresso-sized shots of business ideas and ideals during
the aptly named ESPRESSO SESSIONS with folks in Cape Town, Durban,
Pretoria, and Johannesburg.... While Jonty served as jovial host
and shared business applicable
experiences from his cricket playing days. As for me ... I gave my
Starbucks Tribal Knowledge spiel."
This is
what RAD-INFO was trying to create in January with a Mastermind Group
and last month with the Brain Storming Conference Calls. If you are
interested in that type of regular meeting, let me know.
 Find RAD-INFO at an
event near you
Virtual Marketing
Conference
Then in
early October (10/6-9), John Moore will be a part of eComXpo…
an online “virtual” conference. Virtual Attendees will be able to
stream any of 90 narrated PowerPoint presentations from a slew of
experts such as Seth
Godin and John Batelle. While this conference has a high-tech
marketing angle, I’m going the high-touch marketing angle with my
TRIBAL KNOWLEDGE and jumboSHRIMP MARKETING presentations.
"You can sample a bite-size chunk of my eComXpo
jumboSHRIMP MARKETING presentation (.wmv) by clicking here. (Pardon
the low quality resolution. The .ppt to .wmv transfer was a homemade
job.)" - John Moore
Another
media clip from John.
Tom Peters is the author of In Search of
Excellence as well as one of
the 33 authors of The Big Moo.
He is a
business management consultant and agent for change. His blog is full
of great thoughts and freebies.
from Toma[h]to!:
"They say we need a “project” to exploit
the women-boomer-geezer market.
I say we
need Total Strategic Realignment to exploit the Women-Boomer-Geezer
Opportunity.
They say
“Of course we believe in marketing.”
I say “Is
your Web site Sooooo Cool, Sooooo Fresh, Sooooo Friendly to Use that it
gives you
goose pimples just to e-visit, even though you’ve seen it 1,000 times?”
They say “Of course we believe in marketing.”
I say “How
many in-depth customer visits did the CEO make last month?”
They say
“Times are changing.”
I say
“Everything has already changed. Tomorrow is the First Day of Your
Revolution
... or you’re Toast.”
Read The Big Moo.
"The most successful people are
those who are good at Plan B." —James Yorke, mathematician, on chaos
theory in The New Scientist
Broadband
Adoption Slowing
"Fewer Americans not already online are
going online, and fewer dial-up
users today spend enough time on the web to warrant broadband, writes
the E-Commerce Times, citing the Pew Internet Project's latest study on
U.S. broadband growth. The May 2005 survey found that 53 percent of
Americans get online with high-speed connections, up 3 percent since
December 2004 - an increase described by Pew as "statistically
insignificant."
This means
you have to Create a market for Broadband Services and WOW! people with the experience you
give them. Content is King is more than a catch phrase - it's the rule.
Do you have a strategy for the older population? the Latino market? to
attract women?
Might be time to get one. The first 15 minutes of
the
initial appointment are
no-charge. Email me at peter/a/rad-info.net or call 813.963.5884 today
to make an appointment.
Metro
Ethernet
The move away from DSL for ISPs will lead to a few paths: wireless,
outsourced IT services, and Metro Ethernet.
Why fight for the low end where it's bloody? Start selling Metro
Ethernet. Move to the high-end, where there are fewer competitors.
Bigger bandwidth means easier backup. Ethernet to a buidling
facilitates MDU/MTU solutions. MetroE to a tower.
Many of my partners offer MetroE circuits including BellSouth, Progress
Telecom, InterNap, Broadwing, and MCI-VZ. Call me to get started
selling a higher end service.
Or meet me at ISPCON. Or join the Conference Call to hear about the
opportunities with Metro Ethernet on Oct. 27 at 3 PM. Register now.
It's a good time to meet 3,000 other ISPs to exchange ideas and see all
the new products in the market. Find out what is working and what isn't
working for your peers all over the world. Tweak the business plan, see
what's new in the market and uncover hidden opportunities. October
18-20 at Santa Clara (Calif) Convention Center - http://www.ispcon.com
If nothing else, don't miss Wed.'s ISP-CEO EXCHANGE* and be a part of
the solution by helping others and learning from new friends.
(*Requires a full conference pass).
RAD-INFO,
Inc.
In the last few months, RAD-INFO has partnered with PNG Mobile,
VOIP Supply, DialAssurance, AdZilla, CinemaNow and CommPartners.
And now in August of 2005, we add Global Crossing to our vendor list.
IP, P2P, VOX, I-T1
voice, data, internet
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phone: 813-963-5884
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