017 The Invisible Touch – The Fallacy of Competition
Fallacies of Marketing
In case after case, Harry Beckwith makes the point that companies really don't compete with each other.
And I agree – to a point.
There certainly were times when two of us were brought in to make presentations and only one of us got it. Were we competing or not?
We Don't Compete Against Other Companies… Or Usually Shouldn't
I have friends who say they have no competitors, just joint venture partners who don't realize it yet.
Dan Kennedy and Bill Glazer, marketing partners in Glazer Kennedy Insiders Circle, always maintain that we should build an Iron Fence around our "herd" of clients and customers so that we don't have to WORRY about competing with others.
Those of us who know how to market OURSELVES along with what we do make it clear to prospects that we have no competition because "if you hire someone else, you won't get ME." Egotistical? Maybe.
But I know with my consulting business, when I sold investment real estate, in my photography business… people realize that one of the main things they get when they hire me is ME.
Build Your Own Unique Terms To Describe YOU And What You DO
The example I often tell my clients is: No one can have an "almost" Trinitron for their TV… only Sony. The term is theirs, the quality that goes along with it is theirs, the value of it is theirs.
You need to do the same thing.
Give your special services a name: The FastTrak Marketing System, WalkAbout Marketing System, The Never-Once-Weasle-Out-Of-It-Guarantee-Of-Service Guarantee…. and then make sure you remind your prospects to be sure to LOOK for that service if they ever speak to someone else.
Believe me, Sony will LOVE to have consumers asking LG or Panasonic "how good is your Trinitron?"
You Need Others To Recommend You – Never Bad Mouth Them
And remember: never bad mouth anyone – tomorrow they may need to recommend you to one of their clients and you want to be sure to leave the door open for that!
And forget the "dog-eat-dog" competition you hear about – what you're competing with most is what your prospects already think about you.
Be sure to get them thinking the way you want them to think so that in the end, they can hire YOU and not someone else.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
017 The Invisible Touch – The Fallacy of Competition
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