subject: Be a Strong #2, Snatch Business Away From Competition [print this page] Be a Strong #2, Snatch Business Away From Competition
In countless situations your competitor ends up being the first pick. This would mean that the customer decides not to go with your product, but with a similar one that belongs to a competitor. This happens in every industry, at all levels. This is what drives ruthless competition amongst involving parties. This article aims to lock horns with the subject, and help your business get new customers! You will learn how to expose yourself to the market share that is already doing business with your main rivals. In the clients' eyes you will be a strong #2, that is ready, and waiting to snag that #1 spot.
First of all, lets clarify what is meant by positioning yourself as a "strong #2". In this position you are the customers' next best option. The client is already involved with your competitor. You are essentially waiting for #1 to make a mistake, just so the client has a reason to leave your competitor and come to you. Your business has to show its' worth during the time the customer doing business with the competitor. Your business has to treat the prospect like he is already a client with you. By doing so, your client feels obliged to switch over. Your client needs a good reason to switch, and the reason will come as soon as #1 drops the ball. As soon as #1 makes a mistake, your business is right there, at the right time!
For this to work, your business has to look attractive as a strong #2. You have to show your client what he will get by making the decision. There are many ways to approach this, one of them is to get your prospect involved with your current clients. For example, if you are throwing a black tie event for all your best clients, invite the prospect as well. This will send a clear message, that you would go completely out of the way to meet the needs of your clients. Another way to maintain rapport with your prospect is to "drop-in" the office once every month or so with new information. This means you would stop by where he works just to say hello. Always come with new material your prospect would be interested in. Maybe a relevant article that's been highlights valid arguments, or an appropriate book that is relevant to the industry. If the prospect is not in the office, leave the package with the secretary. This will still show that you went out of the way. If the prospect is an important one, you could even send him bag-gable lunch, make sure you deliver it with a nice card. Your prospect would really appreciate this, it shows you would go the extra mile. Keep him engaged and keep in touch, send emails and make him feel understood. Maintaining this habit will naturally start to have a positive impact on your business.
Written by Basim Mirza
http://www.basim.ca
Sources Used
David J. Mullen Jr. "The Million Dollar Financial Services Practice". Amacom, New York.
