Rule Six.   Innovate for Growth  

Provide your salespeople with the “gives and gets” that are so important in negotiating. Capture the value of valuable services. When products are regarded as commodities, add services to differentiate products and prop up prices. This strategy is undermined when valuable services are given away. To gain more confidence in negotiating, you can price incremental services to reflect their true value to customers. An effective strategy for market dominance is to develop a dual offering that covers both the high- and low-end customer needs. Flanking offerings grow both the revenue and the global footprint of the firm. If customers want a lower price, subtract features and services.