One of our clients is in the steel construction industry, in a sector that has experienced an incredible 62% decline. The president of the company tells me, if this is not a depression, what is? And yet, here is a company that is certain to come roaring out of these difficult times, and here’s why:
Even in the deepest recession since the Great Depression, this company has put performance ahead of price. They have marched through the valley of this recession holding on to their margins, when competitors could not.
In a largely bid-based industry where the lowest qualified bid gets the job, here is a company that has held tight to the belief that demonstrated value has value in any economy. And you know what? The company’s nearly down and out, but tough-minded and business-smart customers agree: Performance trumps price.
The lesson is here and now for all B2B companies to witness and to learn. If a company cannot define its core business advantage internally, then it cannot articulate and defend this value in the marketplace.
It is a function of branding to establish the value – the brand identity – a company brings. And it is a function of leadership to recognize this need.
jb
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