Dis-count the Competition?

Friday, August 17, 2007 at 05:24pm by Gina Laverde in Operations

So, you know you’re better at what you do than your competition – or you shouldn’t be in business. But, how far will you go to display your expertise over their incompetence?

You must know your competitors like you know your own business, that’s for sure. You must have a working knowledge of who they serve, how they advertise, what they charge and how they’ve progressed over time.

But, if you’re not running for political office, what’s the use of publicly dissing your rival?

Well, chances are that as soon as they discover the new start-up on the block, they’ll have some methods of their own for bringing YOU down.

Don’t outwardly discount their service – instead rev yours up with proof of why it works better. The battle can be won with happy customers and real life examples.

Business brochures and commercials that ridicule their competition, insult customer intelligence. I don’t want to buy a car from a guy who tells me why everyone else in his field is unworthy of my patronage. I do want to support companies who state examples of why their “unique” strategies work better. We’re not stupid consumers. We don’t expect companies to endorse their competition. So, as entrepreneurs, we need to advertise as consumers.

If there’s something you don’t like about what your competition does – set yourself apart by showing how your system exceeds their quality. Nothing portrays this better than testimonials from satisfied clientele. Your customers are more apt to believe in your product if they see results from their peers.

Post testimonials on your site and brochures. Beat your competition without spitting a negative word their way. New businesses successfully beat the veterans all the time. Just remember that how you choose to run your company now – sets the tone for your permanent professional image.

Make it a positive one.

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