Creator Of Third Wave Selling Warning CEOs To Avoid Commoditization Trap
Imagine Business Development Founder and CEO, Doug Davidoff, the creator of Third Wave Selling, is finding himself more and more in demand as a speaker to gatherings of chief executives around the country. The CEOs are interested in finding out more about the causes of commoditization and how to re-engineer their sales and marketing programs to avoid it.
Washington, D.C. (PRWEB) February 27, 2007 -- In a sign that the effect of commoditization is becoming a topic of growing concern in the executive offices of many mid-market companies, leading CEO organizations such as Vistage and The American Marketing Association are calling on growth strategist, Doug Davidoff, to provide guidance for their members as they search for a remedy to collapsing profit margins and ineffective sales and marketing efforts.
To define commoditization: it is the systemic process whereby customers remove or ignore differences between offerings, reducing them to their lowest common denominator - typically price. Commoditization was reintroduced into the business lexicon by New York Times columnist and author, Thomas Freidman, in his book, "The Lexus And The Olive Tree". It is also further discussed in Freidman's best-seller, "The World Is Flat."
Davidoff, who is founder and CEO of Imagine Business Development, has become a leading voice about the dangers of what he terms "The Commoditization Trap" through his frequent discussions of it in the increasingly popular Fast Growth Blog (www.thefastgrowthblog.com). In the last three months alone, he has spoken on the topic to CEO groups in Washington, D.C., Houston, Chicago, New Orleans and Baltimore. Upcoming presentations are scheduled for New York and Seattle.
"I believe The Commoditization Trap is the situation businesses find themselves in when their focus is mainly on the product or service they offer instead of a quantifiable difference between their product and their competitor's," Davidoff explained. "It impacts businesses in ways that are not readily apparent. Because they are unaware of the root causes of commoditization, businesses often expend valuable resources ineffectively. When they address the symptoms of commoditization, rather than focusing on their origin, they look internally to solve the problem. This actually propels them deeper into the trap."
Davidoff believes sales organizations must focus more on effectively creating value rather than on issues such as managing a sales territory efficiently. He exhorts CEOs to review all aspects of their business development process to make sure those systems create value for customers and not unwittingly place the organization into The Trap.
As companies re-orient their business development systems to the realities of the 21st century, he says, sales will be completed more quickly, margins will be expanded and competition (and, therefore, commoditization) will become an afterthought.
Third Wave Selling, created by Davidoff, is a diagnostic-based approach to sales. It is designed to help organizations avoid commoditization by creating value for their prospects though a step-by-step process of diagnosis, collaboration and facilitation.
Imagine Business Development provides deep strategic support for entrepreneurs and executives of growing companies who require additional outside resources during the difficult period between post start-up and $20 million in gross revenues. The Company promises to reduce clients' sales cycle time by one-half through application of its INTELLIGENT GROWTH and Third Wave Selling principles.
More information on commoditization.
###
Post Comment:
Trackback URL: http://www.prweb.com/pingpr.php/SGFsZi1TcXVhLVByb2YtSG9yci1NYWduLVplcm8=
Bookmark -
Del.icio.us |
Furl It |
Technorati |
Ask |
MyWeb |
Propeller |
Live Bookmarks |
Newsvine |
TailRank |
Reddit |
Slashdot |
Digg |
Stumbleupon |
Google Bookmarks |
Sphere |
Blink It |
Spurl
|
