The other night, I bolted straight up in the darkness to the sound of people screaming for mercy. After a few seconds, I realized that it was not Charles Manson loose in the neighborhood. It was the wailing howls of a bunch of amorous coyotes.

They reminded me of the unrequited calls that some companies make toward their potential customers. All making the same appeal - choose me, choose me.  A few companies do stand out and succeed in building the needed relationships, but others end up fighting a fierce battle for the few remaining opportunities.

So what's the difference for those that walk off with the prize mate? The first thought is that the winner must have the loudest call or the smoothest tones. While that may help, the voice (aka message) is only a small part of the equation and is usually the final piece.

More importantly the alpha coyotes don't just have a pleasing serenade, but have demonstrated that they walk the talk. They have fended off other pack members and learned what it takes to win.

• So how can you be the "alpha" business? Spend the time and work with the customers and understand their real needs, where they want to go, and what would help them get there. Secondly craft products and services that truly solve customers' problems, and big ones at that. Keep a close relationship with them so when the product is ready, it is a clear winner.

• The head of the pack surely had some battles with their competitors in their rise to the top, and likewise all life science markets are very competitive. Even when no other competitor is in sight, customers usually have some sort of remedy to their problem. Moving them off this is often a daunting task. You will need to fight to show them that your offering is faster, smarter, more elegant, and saves them more time/money than the other guy's.

• After you have the right products for your customers, then you can howl about it. Your call will sound different and be heard above the others. You have the products and the muscle to back it up.

So get your products right, join the pack and howl away. You too will earn the ear of the desired one and beat back the competition. And you probably won't wake the neighbors either.