Episode 160: Winning Through Complexity, Not Price with Nathan Goldberg / Specialized
Nathan Goldberg is a second-generation owner and President of Specialized, a promotional products and commercial printing company that creates business supply solutions and processes. Nathan is responsible for the daily operations and the company’s mission, vision, and direction. He has a background in technology and marketing and has a passion for consulting with other business owners on leveraging technology and people. Nathan has a Master of Business in Administration, Accounting, Economics, Statistics, and Organization Behavior from Arizona State University and a BS in Economics from The University of Arizona.
Nathan joins me today to share why you should keep asking questions, build strong relationships, and seek new ways to provide value. He shares his questioning strategy and reveals why his business competes on complexity and uniqueness instead of price. We explore the print and promo overlap and discuss micro-fulfillment. Nathan also shares how he is connecting with customers during the coronavirus pandemic and looking after his team's financial well-being, as well as:
Why it is vital to ask questions before selling unique solutions
Why you should compete on complexity and not price
How to connect with customers during the COVID-era
The questions Nathan is asking that no-one else is and his pricing formula
The benefits of reframing your services with your customers and Nathan's micro-fulfillment concept
Why print is more difficult to commoditize than promo
How to discover what you are uniquely gifted at and refining your concepts and solutions
Why it's vital to recognize that your employees are your most valuable asset