Beat the Competition, but in a NICE Way!
Ours is a world of tough competitors (to borrow a phrase from Jerry Maguire). Today we have to worry about offshore printers, Internet low-cost providers and office supply companies, not to mention the freight carriers FedEx and UPS. Our goals are to keep margin, keep our customers satisfied and continue to find new revenue streams to keep us healthy.
But what I want to discuss today is our attitude about all of those competitors. And if I had to put it in a nutshell—in two words—I would say, HIGH GROUND. Here are a few fundamentals I tried to adhere to as much as possible when I was selling, and I encourage you to do likewise:
1. Don’t say your competitor’s name out loud. Now, if the prospect or customer introduces the topic, you can follow, but never introduce it. Try to steer away from it and keep the conversation focused on your company’s value and how you can help solve problems for your customers and prospects.
2. Do everything you can to avoid saying anything bad. Sure you have strong feelings about your competition, and much of that might be negative. And, when they are slinging mud, it might be human nature to join them in the slop. But don’t. You can make comments that are based in fact, such as BBB ratings, factual testimonials made regarding the performance of your competition’s offering or published third-party assessments like The Buyers’ Laboratory. But keep your comments clean and positive.
3. Focus on the differentiating factors. If your competition’s price is lower, face it head on and explain very clearly why what you are offering is worth more. It might be image quality, creative services, better turnaround time, service or environmental commitment. Know what the competitor’s “strengths” are apt to be, and answer and rebut those supposed advantages.
For example, if I were a printer competing with an on-line company that is a supposed low-cost provider, I would focus on customer support, the ability to see a proof, the low cost (or free) shipping that comes with doing business locally and the overall personal relationships that do not exist when you are dealing with a lights-out, gang-run shop. I would be able to explain what gang running is and what lights-out means, and tell my prospect why dealing with me brings security, flexibility and increased value due to a long range commitment to partnership.