International Builders' Show
January 21 - 23, 2020
Las Vegas, NV
JAN 21-23, 2020
LAS VEGAS
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Tattoo-Worthy Customer Loyalty: Positioning Your Business to Dominate in a Commoditized Market

Tuesday, January 21 | 11:00 AM - 12:00 PM

Location: LVCC - Spotlight and Game Changer Sessions - South 223

Registration Type: IBS Full Registration or 1-Day Education Registration

Format: Game Changer SessionMore Info

Level of Content: AdvancedMore Info

Who Should Attend: Subcontractors and Specialty Trade Contractors, Remodelers, Single Family - All

Track: Business Management

What It's About:

When customers care more about what they're paying than who they're buying from, businesses lower prices to stay in the mix, which breeds commoditization and kills loyalty. While leaders in every industry are focusing inward to improve efficiencies—when they should be focusing outward to improve their competitiveness—the passing lane's wide open for small players to make a run to the front of the pack. Ken Schmidt can show you how to do just that. As the former director of communications for Harley-Davidson Motor Company, he played an instrumental role in one of the most celebrated turnarounds in corporate history and helped transform Harley-Davidson from a laggard in a me-too market into one of the world's most beloved and dominant competitors. In this hands-on, how-to session, he teaches how to position your business to ensure that it's memorably different than competitors and how to strengthen your reputation so your customers stay fiercely loyal and refer you to others, even when your prices are higher.

What You'll Learn:

  • Learn how to position and market your business based on your reputation and quality of work rather than price.
  • Discover how to make your company stand out in a commoditized, price-sensitive market, and increase demand, price and sales growth while doing so.
  • Gain strategies for creating exceptional customer experiences for your buyers.
  • Identify best practices for outperforming your competitors, even those who may be larger and have more resources.

How to Attend:

Participants must be registered for a full registration package or a 1-day education with expo pass package valid for the day of the session they wish to attend. Seating for Game Changer sessions will be on a first-come, first-served basis.

Continuing Education:

NAHB - 1.00 CE hour(s)



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  • 1201 15th St NW
    Washington, DC 20005

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