At a time when competitive advantage can be elusive, brand differentiation should be the primary goal for printers, mailers and marketers. Many companies, however, miss the mark in their attempts:

• Replicating what your competitors are doing is not differentiating. A quick look at your website and marketing collateral may confirm this.
• Pushing sales people to be order closers is the wrong strategy. Being a great listener and having the ability to communicate are the most important sales skills.
• Emphasizing a product rather than a solution is misdirecting your effort. Engage customers about their business and its challenges. Stay focused on their needs, rather than simply selling your products.
• Promoting your company with generic pitches can be worse than doing nothing. Begin a conversation and keep it going with highly relevant marketing content.

These tips will help keep the focus on differentiating your brand and ultimately drive sales. If you'd like to learn more, feel free to contact me anytime.