DON’T BASH YOUR COMPETITION

How many times have you heard your parents say “If you can’t say something nice, don’t say anything at all?” That shouldn’t just apply to your family and personal life. It should apply to your business as well!

As a business owner, it’s important to focus on the message you and your team communicate. In every conversation you have with customers or potential customers, what message do you hope to convey? If you or a team member bash your competition, what message do you think that sends?

You’ll benefit more from focusing on your strengths than you ever will be bashing your competition!

Disadvantages of bashing your competition:

It gives your customers a very negative impression. Is that what you want? Of course not! It’s like being around a friend who constantly gossips negatively about others. It sucks the energy right out of you and certainly doesn’t leave you with any positive vibes! That negative, gossipy friend appears worse to you. You may even want to avoid that person. Do you want potential customers to avoid you and think you’re negative? Of course, you don’t!
It may insult your customer. Yep, that’s right. What if a customer has used your competition before or currently does? By insulting the competition, you’re actually insulting the customer indirectly for choosing to do business with the competition. Nobody likes to be insulted!
It turns focus away from you and your business. Why even mention your competition? Keep the focus on your business and your strengths!
It spreads negative word of mouth. You can guarantee it will get repeated and it will leave a negative impression of your business.
Your competition may retaliate. If they hear what you’re saying about them, they could retaliate in so many ways. When people are mad or hurt, they can react in ways many of us couldn’t even imagine! Is that how you want to focus your energy?

Instead of bashing your competition, focus on what you have to offer.

Instead of bashing your competition, focus on what you have to offer. In other words, focus on the benefits of your products, services, and policies. Understand your customers’ needs, find solutions and highlight what makes your products, services, and policies better. Keep your focus on the customer and how the customer can benefit from doing business with you.

Often you may have similar products or services that cannot be differentiated easily. If so, make sure your policies, procedures or selection help differentiate your business. For example, if you sell a clothing brand and your competition does also, what makes you different? Is it your return policy? Is it your rewards program? Is it the variety you offer? Is it free shipping? Is your staff more helpful? Do you have fast check out? No matter what, THERE SHOULD ALWAYS BE SOMETHING THAT DIFFERENTIATES YOUR BUSINESS from others! Make sure you know what differentiates you and make sure you and your staff can communicate the advantages of doing business with you!

If others are bashing your competition, don’t join them. More importantly, have a Company policy that states something like “saying negative things about our competitors is not allowed.”

Train your staff on how to handle situations when customers say negative things about your competition. Sometimes customers come to you after being frustrated by a negative experience with a competitor. Sometimes customers will say negative things about your competition to “butter you up” and hope they can get something from you like a discount or other perk. No matter what your personal feelings are, don’t participate! Again, focus on your strengths.

Train your staff on how to handle situations when customers say negative things about your competition

Here are a few examples:

PRODUCT FEATURE BENEFIT: “This refrigerator uses the newest technology in energy efficiency so it’s 25% more efficient than other brands. This will save you each and every month on your energy bill.”
SERVICE BENEFIT: “At XYZ Auto Repair we have certified technicians that can service your entire vehicle including engine repairs, oil changes, tires, and alignments. We even offer a free shuttle service and weekend appointments for your convenience.”
POLICY BENEFIT: “We don’t have a minimum on the number of business cards you can order. If you want 10 great, if you want 1000, that’s great too!”

Sure, it’s good to know your competition. How else will you know how to serve your customers better than they do? Remember to focus on the benefits of your products, services, and policies!

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Sondra Kirtley

Sondra Kirtley, MBA, is an entrepreneur who owns and operates a retail and service business in Eureka, California. Known for her helpful nature and small business expertise, Sondra founded SmallBizpathway.com to share tips and experiences with other small business owners.