Become the Opposite of a Commodity

commodityWhen you talk about, market, and sell the details of your product, you make yourself into a commodity.

And when you are commodity, you are just like everyone else. All you have to compete on is price. It’s a difficult way to do business, and not a very fun way to live.

Most companies talk about their products and services, not their relationships.

Ironically, while customers might buy from you the first time because of your products, they stay with you because of your relationship. Ask your long-term customers what keeps them with you all these years, and they’ll cite things like your service, your responsiveness, your reliability, your speed, your accuracy, your friendship. You know what they don’t talk about? Your products! Your specifications! Your technical details!

Which is why you shouldn’t either. Focus on what your customers deem important: your relationships.

Do this, and suddenly you become the opposite of a commodity: you become singular. Nobody can compete with your relationships!


The Evangelist Marketing Institute is a revenue growth consultancy specializing in aggressive sales growth for closely-held companies. If you’d like to discuss growing your business quickly and easily, please call Alex Goldfayn directly at 847-459-6322, or email at alex[at]evangelistmktg[.]com

My new book, The Revenue Growth Habit, has been selected one of the five best sales books of the year by 800-CEO-Read. I’m appreciative of the honor. You can buy it on Amazon here.


About Alex

My clients add 10 to 20% annually to their sales -- every year -- by taking simple action repeatedly and systematically. My clients are manufacturers, distributors and service companies in mature industries like lumber, pipes and valves, chemicals, and steel. If you would like to add 10-20% to your sales quickly and easily, call me directly at 847-459-6322.