Lee Salz is a Featured Columnist for The Business Journals.
In my work with clients on sales differentiation, I constantly hear war stories about trying to knock out the competition.
Executives share their frustrations about losing deals and shrinking margins. They talk about the competition as if they are fighting a mythical being — forgetting that even the powerful Achilles had a weakness that led to his downfall.
If you think your competition is tough, imagine going up against one of the strongest brands in America. This is a brand that is loved by all. When families think of taking a vacation, this is the first brand that comes to mind.
Based on that last sentence, you know the brand I’m referring to — Disney.
There’s an old expression in B2B sales. “No one ever got fired for buying IBM.” IBM had built such a strong brand quality reputation that their products became known as the safe choice for corporate buyers. Disney enjoys that same quality reputation in the family vacation industry. Picking Disney for a family vacation ensures a fantastic experience.