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Win Without Pitching®: Thinking

Win more business at a lower cost of sale

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Picture of David Chapin
David Chapin is a coach for the Win Without Pitching Program where he helps agency principals and employees improve sales results through guidance on positioning, expertise building, sales and marketing. David is also the CEO of Forma Life Science Marketing where he works with scientifically-based companies to Make the Complex Compelling.
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Recent Thinking

The Target Is Not the Market

We all understand the idea of a target market. Hopefully, you have a formalized understanding of what or who your target market is. But you might be better off thinking about the target and the market as two different things.

Creating a Culture of Premium Pricing

Creating a Culture of Premium Pricing

I’m fond of saying that pricing is a prison cell in your mind, of your own making. You see yourself trapped within a narrow band of what you can charge. Your competitors are similarly trapped, but the band or cell they are trapped in is different from yours. Some of your competitors are charging significantly more than you, and some significantly less, yet everyone feels restricted, confined by the idea of an elastic demand that will drop with the slightest price increase.

Have We Hit Peak Strategy?

If you “do strategy” or price strategy as a line item it’s time to stop and look at your own business strategy instead. How will you become, and remain, unique, especially in the era of offshore labor and AI? What urgent and expensive problem will you help your clients solve?