To help avoid race-to-the-bottom price comparisons, most B2B companies know they need customers to view them as different from their competitors. If the offering is
not different (in a way that creates value for the customer), buyers will quite understandably hone in on the cheapest provider.
And, whilst most of us hear the word 'differentiator' weekly, if not daily, within the corridors of power, I've seen many organizations (from the many I've worked
with across Europe, NA and Asia) struggle to get this area right, whether they're a mainstream product/service provider or, for instance, a professional services firm.
To read my article on how best to combat this, click here.