As I walked the floor at ISC West this year, I was amazed at the amount of money spent by companies promoting themselves at the show. Here was a huge problem, though. Everybody looks and sounds the same. It’s nearly impossible to differentiate one product from another or one company from another.
Now think about how things are in your local market. Most of you all sell the same equipment. Most of you install the equipment in the same way, monitor it in the same way, and sell it for about the same prices and terms.