When We Say - We Separate You From the Competition Then Dominate Them - We Mean It!

OVER THE YEARS, WE’VE LEARNED OUR ADDITIONAL SECRET SAUCE FOR INCREASING THE VALUE OF YOUR BUSINESS & MAKING IT HIGHLY SELLABLE IS TO HELP “DOMINATE THE MARKETPLACE”. MOST BUSINESS OWNERS DON'T EVEN REALIZE THAT COMPLETE DOMINANCE IS AN OPTION!

Does This Sound Familiar?

If your company is innovative enough to develop a truly unique product or service that is earning you a profit, the following inevitably happens: competition springs up from nowhere to imitate your product or service, undersell your price, and steal your market share. So as your next line of defense, you choose to position yourself as the quality leader within your field; or as the low price leader; or as the service king. You soon find yourself in a battle with other companies - all claiming to have the largest selection, lowest prices, highest quality or best service. Each competitor tries in vain to shout with the loudest voice that his offering is superior. More significantly, customers begin to discount any claim made by you or any of your competitors.

You need to realize three things about competing in the marketplace. 1) Businesses do just one thing: They Woo Customers. 2) Customers want just one thing: The Best Deal. 3) You should always do one thing: Articulate Why You Are the Best Deal. This is not a complicated thing. But if this is such simple stuff...then why do most businesses have so much trouble executing it?

1ST INNOVATE YOUR INSIDE REALITY

Situation: Competition Has a Better Deal: We’re not talking about price here either. We mean there's a competitor who is offering more value to your prospects than you are and the prospects recognize that fact and don't buy from you. This sounds simple enough but we would contest that if you're not offering the best deal possible, you shouldn't expect to win. Why do you think traditional sales training exists? It's designed for companies with sales mentalities that believe all competitors are equal and your only chance of landing any business is to out-sell, out-technique, out-cold call and out-persist all of your competitors. I disagree in a most fundamental way.

Recommendation: INNOVATE ALREADY! And don't say that innovation is too hard. Innovation means simply figuring out a way to offer more value than any of your competitors. Just ask yourself: If you were a customer of your business, what would compel you to buy from you instead of your competitors? And remember we're looking for real, quantifiable, interesting, exciting, and compelling reasons for customers to buy. Not things like we've been in business for a zillion years. Not things that are pretty neat, but all of your competitors also do them. Not things that your customers have come to expect from you or your industry.

2ND BUILD YOUR COMPELLING SALES CASE

Situation: Marketplace Perceives Competition Has a Better Deal: Okay, so you've innovated and you're now the best deal. Anyone in your target market would be a fool to buy from your competitors. But they still do. Why? We say it's because, in general, you are a lazy communicator. Show me 99% of all marketing created and I'll show you a huge amount of fluff, platitudes & unbelievable claims. Words like cheapest, professional, service, quality, speedy, convenient, and best do absolutely nothing to communicate why you're the best deal.

Recommendation: PREPARE YOUR CASE! The most powerful tool you can use to stand head and shoulders above your competition is the Compelling Sales Argument. Your CSA is the singular, unique benefit that your customers can expect to receive when they favor your business instead of your competitor's - stated in specific terms.

3RD EXPAND YOUR OUTSIDE PERCEPTION 

Situation: Marketplace Doesn't Know You Are an Option: If your target market is very narrow and easy to identify, then this is an unforgivable mistake. Basically, you don't effectively nurture prospects through what we call the marketing stages of the sales process; consequently, prospects don't believe you or don't think about you in the moment of truth. How much of your marketplace perceives that you are a viable option is critical. Nothing is worse than being the best kept secret!

Recommendation: SPREAD THE WORD! But Don't Break Your Budget. One common mistake is to buy a ton of media impressions to get what they call "name recognition." If you're not a Fortune 1000 company with an unlimited budget, forget this strategy. Getting in front of your marketplace is only 10% of the battle. You must provide a process that effectively steps the marketplace at their own pace through the interrupt, engage, educate, & offer process. Creating a series of compelling sales messages to target each of the possible concern areas and building trust over a period of time. Let your target market know in a consistent and compelling way they would be a fool to buy from anyone else but you, regardless of the price.

You Can “Dominate the Marketplace”

Follow these three recommendations and you’ll own your marketplace. Obviously, this isn't an overnight task and it won't be easy but with our help and the other alliances you’ll form, you will beat your competition into a demoralized pulp!