Battling Commoditization
Bob Schultek Author of The Gauntlet The market is tilted in favor of commoditization: information about available suppliers and options is easy to acquire online; assessment of these alternatives is designed to enable prompt, simple allocation into pre-determined boxes; and minimal energy and time is invested to gain additional insight about offerings beyond what is evident through readily available information. In this market, your process for responding to inquiries must be distinctive, separating you from competitors. …
