When Being Different Could Pay Off….

by | Career Advice


Gary Williams has served as an advisor to CEO’s and senior executives around the world. A recognized authority on leading indicator metrics for consumer behavior, he has been honored for his strategic insights and ability to interpret data. Gary Williams is the founder and president of KRI , (Kanbay Research Institute) which researches and ranks top-performing retailers.

He noted in a recent article in the Wall Street Journal how, after years of decline, supermarkets are winning back customers from big box stores (like WAL-MART) by sharpening their differences, and not competing by price.

Competing on price alone is “the road to bankruptcy”, it is noted. Supermarkets are emphasizing enhanced shopping enviornments, greater convenience, and hard to find products. The result? Sales have increased at a pace greater than they have in the past five years.

How can this concept translate to the voiceover business?

Consider the following before you decide to change everything :

1) All differences are not equal

2) Value begins in the mind of the customer

Offer only what you can do best, profitably. And it needs to be something the customer wants.

Do your research. Look, observe, listen, and pay attention.

Finally, ask your customers, and expand from there.

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