This is the basis of any sales and marketing strategy, equipping you for success, based on one or more of these:

Products: price doesn’t count

Price is rarely a differentiator.

The lowest cost producer doesn’t always win – the one with the deepest pockets does.

Besides which, there’s always someone cheaper tomorrow.

Team: creates expectation

Your corporate brand should be applied to differentiate your team, whether at a corporate, practice or unit level. It should create the expectation of great things to come from your team.

So that you become a ‘must include on the list’ business.