Commoditisation

The Challenge

Pick any industry and read the homepages of five companies.  Now imagine those homepages without the company names, brand identity, company lingo and logos.  Could you discern any significant differences among them?  They sound alike, don't they?

It’s one of the great business truisms of our age that products and services are becoming commoditised more rapidly than ever before. Customers, rightly or wrongly, perceive ever decreasing differences between competing products and services. It’s therefore increasingly difficult to create and sustain differentiation if you rely exclusively on your product or service to do so. Said another way, as markets commoditise in the eyes of the customer, their perception of value differences between competing products or services steadily erodes.

How Huthwaite Can Help

Huthwaite research shows that value has migrated from product and service (what the customer is buying) to the way a seller sells. That is to say, how you sell is becoming more important to the customer than what you sell.

Huthwaite teaches sellers how to create value for the customer before the transaction takes place. We show them how to turn their expertise into assets the customer can leverage. How is this possible?

Outstanding sellers understand the industry and the competitive landscape better than most customers ever could because they see a broader horizon.  We help sellers to move from being talking brochures; to becoming walking intelligence briefs that help the customer’s business perform better.