Industry leading organisations continuously widen the gap between themselves and their competition come RFT phase, by articulating their value proposition within the context of the real world. To successfully compete against such organisations you must:
•Identify your strengths
•Mitigate your weaknesses
•Downplay your competitor’s strengths
•Highlight your competitors’ weaknesses (in an ethical manner)
AND… articulate this in a compelling, benefits driven message to your clients.