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    « How to Survive in a Plummeting Elevator | Main | Golaith Isn't Embracing Digital Services »

    November 14, 2006

    Case Study: Ultimate Escape from Commoditization

    A good friend of mine, Mike MacNair, CEO of MacNair Travel, lives in a rapidly commoditizing market.  If you think your market is being commoditized, try working in the travel industry.  Agents are rapidly being replaced by web pages.  Mike has been aggressively moving his business from a transactional model to a consultative business model.  When others in the industry are facing demise his business is doing quite well.  He doesn't try to compete with Expedia, etc.  Instead he embraces them as a tool and focuses on corporate travel and honeymoons.  The type of markets that are ripe for consultative selling.  Mike took consultative selling to the next level and wrote a book.  Mike is proving that as a market consolidates and moves towards commoditization opportunities appear for a few courageous players.

    Links to reviews:  DowJones MarketWatch, Yahoo Finance
    Book on Amazon


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