It can be easy to forget that your competitors aren’t the bad guys. In fact, many of your customers may use your competitor’s products or services; some may like your competitors.
Your customers like your competitors
As business leaders and top sales professionals, we often think our customers are diehard supporters of our brands when they usually are merely satisfied customers.
Every business would like to be the exclusive supplier, but in reality, few industries and products can be the only provider for their customer’s needs.
Your customers and prospects are probably already working with your competitors. They may need multiple suppliers; they may not remember their preferred product.; they may be trying a new offering. Whatever the reason for doing business with you, don’t make your customers second guess their decision to work with you.
It makes you look bad
Telling a customer about how bad your competitor is can quickly backfire. Your customer may feel you criticize their decision-making abilities, feel you are arrogant, or merely a bad sport.
The fastest way to turn me off your offering is to tell me something I like isn’t good or make me feel foolish for my buying choices.
I come across companies that think the best way to position their brand is that they are better than their competitors and approach their marketing like a political campaign.
Emphasizing your strengths is more effective
Tell your customers how superior your product is without putting down your competitors, and your customers will respect you more. You are demonstrating confidence and maturity when you refrain from speaking poorly of others, which is what your customers are looking for in a business relationship.
By focusing on your company’s strengths and advantages, you are perceived as a company that can outperform your competition without lowering yourself to unflattering bashing.
When in doubt, remember the classic advice from Bambie “If you can’t say something nice, don’t say nothing at all” -Thumper.
If your messaging revolves around putting your competitors down, it is time to revamp your marketing. I can help. Contact me today for a free one-hour consultation. Creating a custom plan for your company’s specific needs is one of the many things Glover Strategic Marketing can help you achieve. There is no obligation and no pressure, just a frank discussion of your company’s needs and goals. You will finish the call with some concrete ideas for growing your company.
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