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Curiouser and curioser May 17, 2012

Posted by trainingsolutionshlc in Uncategorized.
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I know not a real word but it is curious how we build other people’s businesses at the expense of our own.  I read an article about Starbucks and the National Organization for Marriage starting a boycott.

 

http://www.wnd.com/2012/05/starbucks-going-gay-is-profitable I am not a fan of Starbucks because I don’t love the coffee.  I do drink it when I meet clients there but I prefer other places.  Have you noticed though that when a group tries to boycott something the opposing side will immediately rally and often increase sales?  Wonder if that will happen here.

 

 

 

I was once told a knock is a boost when talking about the competition.  It means that when you compare others to yourself and you denigrate them, it forces consumers of the other product or service to defend their choice and you may come up short.  Have you ever said to a prospect our product is better than XYZ because…?   Or have you said if you go with our service we are better than …?  There is a Chevy ad knocking Ford; I wonder how many Ford buyers will stick with Ford. 

 

 

 

Are you comparing yourself to others?  When I teach target marketing seminars I tell people to compare themselves with the competition to see how they are similar and how they are different.  I then suggest they focus on the differences without mentioning the opposition.  I also say never change to be like your rivals because they aren’t buying from you.  Yet we do just that don’t we? 

 

 

 

Instead of asking our clients we assume that when they go to others we need to duplicate what others have.  Maybe it has nothing to do with offerings but maybe they like someone else’s attitude or parking or schedule or whatever.  You get the idea.

 

 

 

So the message here is focus on the needs of your customers be aware of what is around you but be true to your values and why you are doing business.  You can’t be all things to all people. Focus on where you excel and if Starbucks loses a few sales because of their values I wonder how many they will gain.

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