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Remember that customers buy on their perception of value. If you don’t differentiate yourselves in the eyes of the buyer, you will force the customer to buy solely on price. Conduct an objective analysis of your strengths and then match them to the right market sectors and targets to improve results. Capitalize on shared values with your customers. Learn how to communicate your core competencies to create the best value for your customers and your company. Separate customer value points from selling price.
1. Define the meaning of differentiation and why it is important to you as a contractor
2. Identify the unique differentiators your company offers
3. Examine your market sectors and clients and understand if they make the most margin for you
4. Develop a structured communications plan to help you stand apart from your competition
Speaker(s): Cynthia Paul, Managing Director, FMI
Target Audience: Building Owner/Facility Manager, Owner/CEO/General Manager, Sales & Estimating, Manufacturer-Supplier, Architect/Designer/Consultant, Metal Contractor, Superintendent-Foreman, Commercial Contractor
Cynthia Paul, Managing Director, FMI, is practice leader for business development. She works with industry firms to position them to capture market share and grow profitably, helps contractors stand out from the competition by discovering their differentiated platform and works in tandem with project teams to create the win strategy and delivers key projects. With a strong conviction that marketing and business development starts at the top of an organization, she works with company presidents, sales, marketing and business development executives to help create a strategic vision. Cynthia then works one-on-one with companies to ensure that their strategic vision is translated into a competitive advantage in the marketplace and that the full market benefit is achieved. Cynthia is a highly rated instructor and speaker. Her presentation style and knowledge of the construction industry make her a sought after speaker for industry events across the country for such programs as Construction Selling Skills, Presentation Skills, Competitive Marketing for Contractors, and Managing Key Accounts. Cynthia holds a bachelor's degree in business administration, with a minor in economics, from Fort Lewis College. She earned her master of business administration degree in finance and marketing from the University of Denver.