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B2B by Wilson Chew, Jacky Tai

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CHAPTER 12

Rule No. 5 – Differentiate Or Sell Cheap

 

 

 

 

 

 

TAKE a look at the vans below. They are both new and they both come with a three-year warranty. Which one would you buy? We are quite sure it would be the one on the right because you probably can’t tell the difference between the two except that the one on the right is cheaper by $5,000. If you can’t see any difference between the two, why would you pay more for the one on the left?

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This example illustrates a very important principle in business acquisition. There are two ways for you to secure business and that is what Rule No. 5 is all about – differentiate or sell cheap. ...

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