Five Strategies to Dominating Your Competition
Let’s face it, in sales it’s all about the numbers. You either exceed your budgets or fall short. You win the business, or your competition does. Some salespeople will rise to the occasion, and others will fall short due to focus, effort or a lack of preparation. The successful salespeople tend to focus on what it will take to win the business.
The core strategy behind any company that dominates their competition and creates customer loyalty is to anticipate and meet its customers’ needs in a way that no one else does. This is the key to making sure no one else in your industry comes close. It’s not just about being different, it’s about providing so much value that your customers tell others about you – with enthusiasm and excitement.
Here are five keys to earning the business and dominating your competitors.
- SEE THE BUSINESS THROUGH THE OWNER’S AND CUSTOMER’S EYES
When was the last time you asked the client to walk you through the business through their eyes? How do they visualize what they offer the customer? What advantages and shortfalls are they facing? Ask for a tour of the company so you can see all phases of their operation. Next, what insights can you learn from seeing the business from the customer’s point of view? The more information you can learn from that experience, the better the strategy you can create for the client. - DELIVER MORE THAN YOU PROMISE
Once the sale has closed, your competition may start to target that account to convince them to switch. You will need to provide more value than they expect to retain the relationship you have created. Surprise and delight them with added value, and they will reciprocate by sharing stories of your terrific service with their friends and contacts—who are then primed to become your next customers. - MOVE YOUR CUSTOMERS TO A BETTER PLACE
What companies come to mind when you think of those that move you? Nordstrom, Amazon and Apple all inspire lifetime loyalty. You must create a structure and a system that allows you to consistently meet and exceed your customers’ needs. Create a system that works for your client to track their progress. It can be a weekly or bi-weekly call or meeting to see how you can support them. They may have sudden recruitment needs that you can assist them with. - REWARD YOUR BEST CUSTOMERS
Remember, the most expensive thing you can do as a business is to acquire a new customer. It requires most of your time, energy and money, and it is one of the hardest things to do. Therefore, the easiest way to make additional money is to continue to better serve the customers you already have. They get your best offers and undivided attention to ensure that you don’t lose them to low-priced competitors. - CONTINUALLY ASK THEM WHAT THEY WANT
Innovation is essential today. Your business must continue to evolve to effectively meet your customers’ needs in unique and powerful ways. If it doesn’t, then you can be certain that someone else will rise to that challenge. So how will you evolve? Ask your customers what their biggest challenge is, why it is important that they find a solution, and then figure out how to help them in unique ways that they can’t help but share with others.