Catalog Doctor: Intense, Competitor Analysis

Have your team members compile a list of all the data points they feel are critical to your product line and customers.

EIGHT: Spot Strengths, Weaknesses

Now’s your chance to study, analyze and learn from all that comparative data. Analyze quant: “Our call-answering speed is a strength; we’re in the top 10 percent compared to the competition. Our shipping charges are a weakness; we’re high.” Analyze qual: “Competitor A’s front covers are stunning, that’s their strength and our weakness. But our offers pop more than almost all the competitors’ offers; we’re strong there.”