You remember the slogan from Avis. It's brilliant marketing, but have you thought about what it means on a day to day basis? Do you really want to spend the rest of your life working harder to achieve only the same as, or less than, your competitors? The fact is, the poor folk at Avis have been trying harder for as long as anyone can remember, and they're still only number 2.
There has to be a better way. There is.
That's for you to judge. Do everything the competition does, but try to do it better (while they try hard to outdo you). If you like this as a recipe for market leadership, stop reading now. If on the other hand it strikes you more as a recipe for being average, mediocre or an also-ran, you need:
We will cover:
For more details, or to book a workshop, please email or call +44 (0)20 7812 9674.
You are an online information supplier. Your biggest customer asks you to build a bespoke user interface. It's twelve days work. What do you charge?
Click here to find out what they did.
In one client, an engineering group, the UK company operated a very popular pricing model which capped its margin at 30%.
Its Italian sister company was more creative and made 70% margins on similar projects, in a tougher market.
"I want to spend £1,000 on a zero-risk advertisement for our software product, which will make at least £4,000 cash in a month."
"You can't do that - we've spent the marketing budget for the year."
-True story from an accounting firm. What similar beliefs are holding you back?
A software company had a chronic problem with cash collection. One simple change of policy about who was responsible resolved it for good, and produced £1m cash in three months.