If customers are unable to differentiate your value from your competitor down the road, then they will inevitably end up choosing the one that offers the best price. Great for the customer, terrible for you. That is commoditisation in action and the only supplier that wins is the one who is willing to get to the bottom faster than anyone else.
Don’t become a commodity. Make sure the value your business delivers is as clear to those on the outside, as it is to you and your team on the inside.
Download ‘Engineering Customers‘ – our guide to improving B2B lead generation and attracting higher value customers.