Building Market Share on a Foundation of Positive Thinking

 

Successful people have “vision”. They visualize success before it happens, then effectively take strategic steps to realize goals. That vision and positive thinking allow them to uncover opportunity in challenges that others miss. The best of these are known as “visionaries” – the highest compliment we can pay to a positive thinker. Thomas Edison, a visionary from the early 1900’s, once said “I have not failed. I’ve just found 10,000 ways that won’t work”.

With positive thinking, we can see the possibilities – even in the midst of a crisis as dire as the “Great Recession” that has gripped the U.S. economy since 2008. It is human nature to focus on negativity. Most people are conditioned to concentrate on their weaknesses. But visionaries realize it is far more beneficial to accentuate and promote the unique positive aspects within each of us.

Likewise, when it comes to industrial marketing, it pays to focus on the unique assets of a company, its products and its services. Unique positioning or differentiation will clearly define the value a company has, even in the hardest of times.

When the market perceives a product or service to be generic or a commodity, sales efforts lead to a “race to the bottom” of the pricing spectrum, where the only unique difference becomes being the “low price leader.” A low pricing strategy is a base sales tactic – not a marketing initiative, and leaves little room for funding marketing, growth or research and development that could lead to radical innovation. Companies can break out of this competitive slugfest that the Internet has bred by focusing on the firm’s positives and the reinvention of its brand through thoughtful marketing. Changing the perception of a brand takes time and investment, but it can pay in significant positive returns.

Manufacturing is enjoying a rebirth in this country. After the North American Free Trade Act (NAFTA) sent jobs and production overseas in the 1990s, the United States suffered staggering job losses in manufacturing and was forced to compete on a more global basis. U.S. companies rose to that challenge. Enough time has now passed that many low-cost labor countries such as China have built their middle class to the point where the country is no longer attractive as a cheap labor option. Now, advanced manufacturing techniques, shorter lead times, the prohibitive expense of transcontinental shipping, and positive innovative thinking, have helped American manufacturing roar back to life!

Recent positive economic data:

  • Since February 2010, the U.S. manufacturing sector has added 705,000 jobs
  • U.S. manufacturing is more competitive than it has been in decades, with more than 1,400 new establishments opening in 2013, it holds the fastest growth rate since 1993
  • Economic activity in the manufacturing sector expanded in August for the 15th consecutive month, and the overall economy grew for the 63rd consecutive month

Time, money and market share are all finite concepts. To capitalize on the pent-up customer demand that is a natural result of the 2008 financial crisis, companies should spend time and money to capture more market share. Professional outside marketing assistance can assess your company and strategically tell your story — helping customer retention, organic sales grow and the acquisition of new business. Developing a creative campaign for your products and services that resonates with prospects on an emotional level can add loyal customers who appreciate what you offer, who are easier to work with, and who pay on time.

From a positive-thinking standpoint, the current market circumstances offer enormous growth opportunities. Allow Gotham to apply experienced positive thinking to your unique situation in order to tell a story that will effectively take your company to the next level.

Think positive growth. Think positive customer retention. Think positive revenue. Think Gotham.

by Woody Stoudemire

*Manufacturing ISM Report on Business  *U.S. Dept of Commerce

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