Grab More Market Share
How to Wrangle Business Away from Lazy Competitors
By: Ross Shafer
Published: September 13, 2011
Format: Hardcover, 105 pages
ISBN-10: 1118130049
ISBN-13: 978-1118130049
Publisher: John Wiley & Sons, Inc.
"Maybe you don't like the word steal and prefer to use win. Whatever term you use, know that your survival depends on wrestling business away from other companies that do what you do and provide what you provide", writes keynote speaker, seminar leader, former award winning television host and producer, and author of the irreverent and results oriented book Grab More Market Share: How to Wrangle Business Away from Lazy Competitors. The author describes how in an declining market, as companies are experiencing in today's down economy, is to win market share away from competitors.
Ross Shafer recognizes that the current economic climate is not only one of slow growth, but also one of ever evolving consumer buying habits and culture change. For many companies, the temptation is to go slowly, and focus on a modest one percent growth rate. For Ross Shafer, that settling for mediocrity is simply not acceptable in today's, or in any economy. With the complete understanding that customer tastes and cultural trends are in a constant state of flux, the timing is ideal of putting those societal changes to work for growing the company. Not only does the author recommend keeping a close eye on these customer shifts, but to utilize them to win customers away from competitors who are not able to grasp the societal transformation taking place in the marketplace.
Ross Shafer (photo left) understands that the cultural change frightens some business people. The author presents solid evidence that not only should societal trends be embraced, but they can also be forecasted before they happen. With this cultural insight firmly entrenched in the company's own DNA, there will be market gaining opportunities presenting themselves everywhere for the business. Not only are customer tastes changing and well worth watching, but also the way that competitors react to those differences can lead to fresh markets.
Ross Shafer points out that traditional customer service, already in decline for many competitors and itself an opportunity to gain their customers, is already being replaced by customer urgency. Customers themselves are the force behind many profit building concepts, and the usual trusted advisors are not always able to fully comprehend the latest trends either. The contrarian and culturally aware business leader will prosper through recognizing change as it happens, and before it happens, resulting in customers defecting from competitors.
For me, the power of the book is how Ross Shafer seeks to have successful and growing companies embrace changes in customer tastes and societal trends. Instead of fearing change, the author offers the alternative viewpoint that the ever evolving culture presents unlimited opportunities, often as he says hidden in plain sight, for companies ready and willing to act upon them. With a constant eye to discovering changes, customers will be attracted away from competitors who no longer listen to their needs and ignore their increased service demands.
Ross Shafer bolsters his concepts with real world case studies of companies who have taken change to heart, and incorporated the fresh trends profitably into their business strategies. The author also demonstrates, through case studies, how companies who were slow to respond to changing customer tastes, found their customers had moved to their competitors.
I highly recommend the market share boosting book Grab More Market Share: How to Wrangle Business Away from Lazy Competitors by Ross Shafer, to anyone seeking a no nonsense approach to capturing market share from competitors in any economy. The author shares strategies and techniques for spotting fresh trends in real time, and for incorporating them into your business and marketing planning.
Read the provocative and no punches pulled book Grab More Market Share: How to Wrangle Business Away from Lazy Competitors by Ross Shafer, and discover how the trend is your company's friend, in the race with competitors for customers. This timely and hands on book will guide you toward moving customers from your competitors to your own customer list.
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