“Avis is only No. 2 in rent-a-cars, so why go with us? We try harder.” For 13 years in a row, Avis lost money. Then they admitted that they were No. 2 and Avis started to make money. The first year Avis made $1.2 million. The second year, $2.6 million. The third year, $5 million. Then the company was sold to ITT. Avis was able to make substantial gains because they recognized the position of Hertz and didn’t try to attack them head-on. To better understand why the Avis program was so successful, let’s look into the mind of the prospect and imagine we can see a product ladder marked
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They positioned as #2 Therefore were only competing against #2 category. Your unique position is who you compete against
