Have you seized your 'how advantage'?

Author:Molde, Jade

Today's market is highly commoditized, meaning there are multiple companies offering the same product or service to consumers --and with access to the Internet constantly within reach, they have a variety of options a simple click away. In our industry, this commoditization comes in the form of other ranges and guns stores, online retailers, megastores, manufacturers and other publications. What are you doing to stand out from the crowd?

Seth Mattison, founder and chief movement officer of Future-Sight Labs, was one of the keynote speakers at this year's NSSF Summit in Savannah, Ga., where he outlined a way to combat commoditization, using something he calls the "How Advantage." Mattison simply said the best way for someone to capture a How Advantage is to be remarkable consistently. By definition, "remarkable" means worthy of being remarked upon. He challenged attendees to focus on being present in the moment and create an experience for customers so good they would have to tell their friends about it.

Being present also involves being in tune to what consumers are saying--either on your website, social media page or to one of your customer service representatives--or what they're not saying. NASCAR recently devoted an entire floor of its building in Charlotte, N.C., to enhance interaction with consumers through the...

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