Competition!
Over the past two weeks, I had the privilege to represent ExchangeDefender and Shockey Monkey at both the ASCII Boston event and Computer Troubleshooters/Geeks On Call conference in Cleveland. During a break at one of these events, I sat and spoke with another company that offers similar services as ExchangeDefender—a competitor, if you wish to label them as so. I say this because I do not view any company that offers similar products as competitors. However during the conversation, the representative from the other company asked me a question—but prefaced it by saying, “You don’t have to reveal this, but…” I laughed at the premise. “Why would you think I wouldn’t answer that question,” I asked. The representative didn’t disappointment with his answer, “Because we are competitors.” Again, I smiled and asked, “Do you believe we are competitors because we offer the same services—because we sell similar products?
You see we view competition as those that offer similar services and products as we do. And by definition, that would be accurate. But, for competition to exist there must be at least three parties involved: Two similar companies and the consumer. For the most part, the companies are transparent—meaning each knows what the other offers and at what pricing model they offer their products and services. The client is the unknown factor. Which leads me to the end of my conversation with my new friend, I closed by stating, “Sure, we can compete on pricing, offerings, service, support, etc., but in the end, it can come down to customers not liking the way someone handled a support ticket or not liking someone in your sales department, or even something as simple as your logo is ugly. Your competitor is not my company; it is the very people we are both trying to solicit business from. All things being equal (and for this argument, they are), we both provide hosting and email hygiene solutions—at roughly for the same price. That is not competition. The struggle is not between our two companies to win that client. The battle is between the client’s emotions and us.”
It is about making the consumer “feel” a certain way about your company, your product and services. The lesson here is to stop concentrating on your so-called competition. It is a waste of time and resources trying to battle tit for tat. Instead, concentrate on your partners and making their experience with your company familiar—and in a positive way. Instead of practicing the ABC acronym of “Always Be Closing,” maybe you should change that to, “Always Be Caring.” Taking care of your client database means taking care of your clients. This sounds elementary, I know; but when is the last time you called your clients to check on them? Not to sell them. Not to respond to an issue they are experiencing. But just to pick up the phone or stop by their place of business to check on them unsolicited?
In closing, recognize that your true competitors are your own clients. Spend as much time and resources on them and less on the rival companies. In the end, you will keep their business and not give them a reason to have you compete for their business.
Michael D. Alligood
Partner Sales & Support, ExchangeDefender & Shockey Monkey
michael@ownwebnow.com
(877) 546-0316 x707