What Every Successful Business Owner Believes: They Have No Competition

What Every Successful Business Owner Believes: They Have No Competition

Sometimes business coaching clients call me in a panic when discovering "a new kid in town". They are really worried about their competition. I tell them to calm down and take a different point of view. All businesses worth their salt have "competition. Look at banks, insurance brokers, financial planners and real estate companies. Think doctors and dentists, hairdressers and nail salons. Think you! Having"competition" is actually a good thing! It indicates that the market really wants what you've got! But first and foremost, I want to make this important point: YOU HAVE NO COMPETITION. Yes, there may be dozens of other like businesses in your area and new ones arriving. Yes, I know they may also be wonderful. Successful businesses don't focus on their competition. Instead they focus on serving their customers and providing superior value. In order to do that, you must have the following beliefs:1. You are completely unique2. No one has the heart, the experience, connections and knowledge that you have.3.There is only one of you in the entire universe. How special is that?4.Your methods will be a perfect fit for them.5. You only attract Ideal Clients.Your desire is to serve all of your clients to the best of your ability. When they are a good fit for you, it will be fun and easy for everybody concerned. Who needs the drama of the others who aren't going to be a good fit? Release them to others who are better suited to their needs.Treat every consultation and every proposal that fails as an experiment in success. Scientifically analyze the results of your experiment.1. Was it really because they just weren't a good fit and vice versa? If the answer is yes, well, OK then.2. If the answer is no, then what can you learn and do better next time?.. Remember the fundamental RULE about sales:CUSTOMERS BUY WITH EMOTION AND JUSTIFY WITH LOGIC. CUSTOMERS ALWAYS FIND THE MONEY TO BUY THE THINGS THEY REALLY WANT. VALUE SURPASSES PRICE. PEOPLE KNOW THEY GET WHAT THEY PAY FOR.Price,(unless you sell retail products) is not the focus of the sale. The customer has a problem and needs a solution. You must offer the best solution. That's the value they are looking for. Selling low in a Value Based Market is a dangerous practice. Nobody goes into a Mercedes dealership and asks to see their cheapest car! They know that they want and are willing to pay for it. You are all about Value. In addition, you are looking for the Ideal Client.Ideal Client1. Already appreciates the value you bring.2. Has the money to pay you.3. You Like Them.Number 3 is critical. Ignore it at your peril. If you don't like them, don't take them as clients. Taking less than ideal clients will attract more of the same or worse which quickly leads to burnout and bankruptcy too.Be A Standout. Find out what they want first before you tell them what you can do for them. Ask probative questions. Repeat back what you heard them say so they know you care enough to really pay attention to their problem. Then you can frame a customized solution just for them. How attractive is that? How do you get them to decide that you are the best? Here's the checklist: 1. Do you connect with them? 2.Do they feel that you "understand" their needs? 3.Do they like you?4.Do they trust you? 5.Can you deliver on what they want? Be sincerely confident. You know that you will give them superior service. How can you make sure that they choose you so they'll get it? Ask! The hardest part of the sales process is working up the nerve to ask for the sale. Remember, if you are a perfect fit for them, you have no competition.

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