Page 16 - Tyrrells Flip Teaching Guide
P. 16
Three Kinds of Competitors
1: Equalisers:
People who just want to be as good as everyone else in their
industry, Me-Too, mentality
2: Differentiator:
The next step up where the desire is to be better than the
rest of the industry and trying to find ways to be so.
3: Value-added peak
Rarely focus on the gap between them and the rest as they
are more interested in the gap between themselves and
their own potential and how to bridge this gap.
Idea Exploitation
Price is what buyers pay. Value is what they receive.
Tasks
- develop in-depth knowledge of buyer's needs
- educate the buyer that value is something other than
price
- inform buyer of benefits other than price
