4 Words You Don't Want To Hear About Your Business - InformationWeek
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5/7/2009
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4 Words You Don't Want To Hear About Your Business

Differentiation is what makes your business more appealing to customers. You can differentiate your business with the quality of your products and services, your pricing, customer support, and myriad other ways, but keep your ears perked up for four words that mean you're not standing out from your competitors.

Differentiation is what makes your business more appealing to customers. You can differentiate your business with the quality of your products and services, your pricing, customer support, and myriad other ways, but keep your ears perked up for four words that mean you're not standing out from your competitors.Words matter and if you're paying attention to the words your customers use, you can learn a great deal about how they perceive your business. Marketers give particular focus to words and tend to use certain terms so much they become buzz words -- and the thing about buzz words is at some point they lose not only buzz, but also meaning.

Recently, Warrilow, the small business advisory firm, examined the contrast in how local and national providers were perceived. In particular, the research looked at perceptions of national suppliers who traditionally can beat local providers on price and selection are losing market share to local suppliers. The terms that were associated with national providers unflattering at best and if you start hearing any of these about your business, it may be time to rethink some of your practices before those buzz words become all you hear about your business.

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