VC 3-005 Bob Truxes talks about selling value as a perceived commodity
Bob Truxes runs American Liberator Aerospace, an injection molding company that sells to...well...aerospace. And over a dozen other industries. As a US company, he's always had to compete with foreign suppliers, especially in Asia; China in particular. An outsider would think that's a tough uphill battle, but Bob's company has been doing it successfully for about 15 years. The trick is adding value: delivering an outcome to a customer that a price-based competitor can't.
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