On Dislodging

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On Dislodging

You best be getting better at dislodging the competition.  It’s going to get harder out there.

Oh sure it’s fun to sell products/services to small businesses who have never had a website, or any online meeting software, or water/ coffee services, or insurance, or you fill in the blank.

And it’s not just fun, it is darn easier too.  Everyone knows that.

Every salesperson ormarketer knows it is a heck of a lot easier to get that small business into some product or service they never had before than to dislodge the competitor and stealmarket share. 

I remember us sales people back in the day ( I was one of them),  nearly careening into each other as we screeched out of the parking lot upon hearing a new construction site was opening up.  Oh to be the first one there to sell the contractors on stuff!  So much easier than kicking out the competition.

But you can’t bank on being first anymore – it’s just harder.  More competition from not just your local region but from around the world.  More competition because that small business prospect is not waiting for your knock or your call but is on the web looking at you and your competition making decisions and placing orders while you are snuggled in your bed unawares.

And soon,  very soon – every small business new or old,  is going to have things like a website package, online meeting services,POSsoftware, promotional products, outsourced legal support,  business cards and more often right at the time of their business launch and just as likely right at the time you decide to give them a ring or a knock on their door.     Now you may be lucky and all that business belongs to you, but I’m guessing you’ve got a bigger quota to hit than relying on that pipe dream.

All is not lost – Here are 5 Keys to Dislodging:

  • Find The Trigger:  When you need to dislodge a competitor or another means in which the client is getting something done, search for that opening -be it a new sales leader or business partner that moves in, a new location that opens up or they just started putting a Twitter logo on their materials.  Whatever that trigger is – there is a chance that new blood, new ideas or new budget is involved and your chances of dislodging have just gotten better.
  • Make is Easy & Fast & Painless to Come to You.   Get it all done inside 24 hours; be it the product, the demo or the proof that gets in the clients hands.    If you can, offer to cancel the competitor service for the client (like Geico does).  Pain to change and pain to switch is as big an enemy of dislodging as anything else.  
  • Remove The Risk;  If there is no pain to “try you out” or “run side by side” or “guarantee you will be more satisfied”  then you have great shot.  Gutsy stuff for sure but what you do with that shot is what really matters.  And do the math, compare this CTA ( Cost to Acquire) versus CTA for new business and you’re often surprised it’s cheaper. 
  • Say it/ Script it:  “I want you to come to us”, or “We can do better than what you are doing today” are great phrases.   I know one group of sales people today who are having success dislodging by saying right up front to customers –  ” This year we are committed to an aggressive approach towards competitive packages based on an annual volume.”  
  • Be Incomparable or Comparable ( not anywhere in between) :  Sometimes the worst thing you can be is “kind of like the other guy “.  Nothing bores like a perceived commodity.   Be, and accentuate the difference(s) hard or go straight up head to head ( like Flo’s Progressive insurance company ads do.)  If you are decidedly different in one area – that is your lead story.  If you are similar across the board to the competition; share that, be an advocate for getting the right solution for the client and beat the competition more often than not on price,  service or quality.

Till next time,

Grow The Business.

Mark

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