Many companies have taken cost-cutting initiatives over the last few years. In uncertain times, some leaders carefully select their growth opportunities and position themselves to capture market share. Others optimize their sales force effectiveness to improve competitiveness.
When coming to an agreement about the value of your product or service to a prospect, dropping price is a shortcut to building value; it in no way enhances the value of your proposition and in some cases can actually devalue your offer.
In 1984, Jim Koch, then in his mid-30s, made the leap from working in management consulting at Boston Consulting Group to start Boston Beer Co. The company, makers of Samuel Adams, rented space and equipment from other breweries for more than a decade before Koch purchased his first brewery. Today, Koch is a billionaire and Boston Beer Co. is the second-largest craft brewery in America.