"For the first time in a long time, I not only learned theory, but also how to apply it. Now it is time to put the plan into action. I'm very excited about the prospects of greater success."

You will never again long-term have a competitive advantage in product or price. Just ask General Motors, IBM, Sears, or any of a number of once successful businesses which no longer dominate the market.

Why has Wal-Mart recently changed its slogan from "Always the lowest price. Always." to the more subtle, "Always the low price. Always."?

Why do most organizations devote the majority of their marketing energy, efforts, and dollars on the product?

Factually, they shouldn't. The long-term competitive advantage of business is going to be the empathy, expertise, and problem-solving abilities of its people.

Effective marketing today demands an intense focus on the customer - their needs, wants, desires, challenges, and opportunities.

This intense, challenging, and eye-opening presentation details how NIBCO, New City Broadcasting, divisions of Continental Grain, and W. R. Grace changed their marketing focus to generate improved bottom line results.

This program is planned as a one to one-and-a-half hour presentation.

Program Outline

• Determining the sales promise
• Execution of the internal and external mission.
• Corporate identity - what works short term - what works long term
• Understanding the role our product plays in the sales promise.
• Elevating value added from verbiage to a competitive advantage.
• Customer satisfaction - why a satisfied customer is not good enough.
• "Fins on the fender" and me too marketing

Beveridge Think

"You will never again long term have a competitive advantage in product or price. Your competitive advantage must be the empathy, expertise and problem solving abilities of your people."