If Only Syndrome. Believing that you cannot possibly win market share from a formidable competitor because you do not have something that they have. Your competition has a large, well-established sales force and their products are faster, cheaper and more sensitive. Get over it. Smart marketers look for the target market's hot buttons and never forget that they are selling to humans. The target market may appear to be very analytical and price conscious, but they also have been known to buy emotionally—such as all types of shiny, fast cars.
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