Price Really Doesn’t Matter
The Whale Hunters founder Barbara Weaver Smith interviews Anthony Iannarino, author of The Sales Blog, about how to avoid being commoditized.
Fatal Sales Failures: Why Not Commoditize?
Anthony Iannarino on the topic of how to avoid commoditization.
Get Out and Stay Out of The Commodity Trap
A lot of The Whale Hunters client companies believe they are playing in a totally price-driven market. They do not see any opportunities to compete other than on price. When they lose a deal, they assume they lost it on price.
The problems with that zero-sum game are that there are always limits to how low the market can drive prices (before vendors abandon the market) and that every vendor is vulnerable to price-cutting by any competitor at any time.