Understand who your competitors are.
Make sure your offering is better than theirs.
Make sure your service is better than theirs.
This is all worthy advice but sometimes I think we spend so much time analysing our competition that we miss a really important fact: more often than not, our biggest competition is not other businesses, it’s the minds of our clients.
For example when it comes to web design, our biggest competition (at Swish) doesn’t necessarily come from other web designers, it comes from our clients putting web design in the ‘too hard basket’. They may know their website needs an overhaul, but the thought of pulling together all the information needed for that overhaul is overwhelming – so the job gets shelved again and again. It appears our challenge is not just to provide a better offering and service than our competitors, it is also to make things as easy as possible for our clients when they are at the contemplation stage.
It’s the same if your website has a shopping cart. Your ‘competition’ may actually be your customer’s dislike of filling in forms or having to go downstairs and grab their credit card. So what can you do to surmount this? Well I know I buy a stupid amount of books from Amazon because they have one-click purchasing. If I had to go through a longer process than that every time I wanted to buy a book, I definitely wouldn’t have as much reading material stocked up on my Kindle as I do now!
Is your company’s biggest competition is the “too hard basket”? If so what things can you do to make things easier for your ‘prospects’ to turn them into ‘clients’? I’d love to hear your thoughts in the comments.