How do you stand out in a market where being great is no longer a differentiator? When choices are vast and quality abounds, “winning” in business now means discovering, creating and leveraging competitive advantages to gain visibility and earn customers.
This is the premise of David Avrin’s session at the BSCAI Executive Management Conference, taking place this May in Miami, Florida. David is the president of The Visibility Coach and the author of three books on business marketing. We spoke with him to learn why he is passionate about helping businesses gain a stronger advantage, and what he hopes people will take away from his session.
Why are you passionate about the topic you’re presenting?
As they say: “Nothing happens until somebody sells something!” I speak on marketing and we help influence prospects to become more open to buying. There has been a profound shift in the marketplace. Arguably for the first time ever, everyone is good. Competitors are everywhere and they are all good choices. So, I ask: “What makes you a better choice than all of the other good choices?”
The problem is that the answer tends to be something along the lines of: quality, commitment, caring, reputation, trust and people. I’m not suggesting these qualities are not important. They are just the exact same thing that others promote. Consumers are numb. Your prospects are numb. I teach business owners and leaders to focus less on their competency and more on their competitive advantages. The presentation is funny and entertaining, but I use that to temper a pretty tough message about what it takes to succeed in today’s marketplace.
What are three takeaways you hope attendees get from your session?
My audience will get a strong reality check about why everyone is good today and why business is harder than ever. They will also learn some great strategies and tactics to discover, craft and create meaningful competitive advantages. I also show how today’s creative and effective marketing tactics will allow them to reach more people that matter in ways that resonate and tees-them-up for additional sales opportunities.
Hear more from David Avrin in this preview video.
A former CEO group-leader and business marketing firm owner, David's business insights have been featured on hundreds of broadcast media outlets and thousands of online and print publications around the world. He is also the author of three books including the acclaimed It's Not Who You Know, It's Who Knows You! and his new book, Visibility Marketing — The No-Holds-Barred Truth About What It Takes to Grab Attention, Build Your Brand and Win New Business.
The BSCAI Executive Management Conference takes place May 17-19 in Miami Beach, Florida. Register today for early savings.