What do You Want Your Customers to Remember?

Quick.... what is Volvo's market position?  Right... safety.

How about BMW?  Performance.    Mecedes?  Engineering and status.

What do customers think of when they think of YOUR brand?

The easiest way to imagine this is what I call the "web site test."  When a visitor goes to your web site, spends a few minutes there, then leaves... what is the ONE thing you want him to remember?

Most companies spread themselves to thin by offering a multitude of services, thinking they do not want to leave money on the table.  They want to appeal to the broadest possible audience.  Research shows that this is not the best strategy.  When you try to convey "we do everything", the message loses focus, and prospects lose interest because you lose credibility.  After all, at the end of the day, customers are buying expertise, and your credibility determines whether or not you get the business.

When you proclaim and devliver excellence in one area, it gives cridibility to your entire business.  What is YOUR one area of expertise?

Dedicated to your success in North America.

Jim Worrell

CEO