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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  October 13, 2011

Are You Really Competing?

Many experts think they are competitive because their business is growing.  My response:  depends on how you get clients.

Especially in the beginning, we build our business with what I call the “here’s my check” situations.  We’ve become known in a few companies, and get hired time and time again.  In those relationships, we are the sole source provider.

There’s nothing wrong with those gigs; it’s our reward for doing good work.  The problem:  assuming that because we got those assignments, we are ready to compete for buyers who don’t know us as well.  The reality:  there’s a big difference between competing against other providers and picking the low hanging fruit.

Going vertical will only grow our business so far.  When that’s not enough, we have to position our expertise for a completely different environment, where the sale isn’t a given.  Where buyers are overwhelmed with choices.  Where we are being compared to criteria we don’t always control.  That is competition.  And requires a whole different plan of action.

So the next time you want to take your business to the next level, ask yourself this:  am I really ready to compete?  Or…should I go vertical and get more business from current clients?


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.