How to Sell in Todays Competitive World

It's all about pursuing the right competitive strategy and understanding the four types of marketing warfare: My book Marketing Warfare explains it all. The mind is the battleground. Competitive positioning is how you differentiate yourself in the mind of your prospect. It's also a body of work on how the mind works in the process of communications. I've written a number of books on this subject. In essence, you must deal with the fact that minds are limited, minds hate confusion, minds are insecure, minds don't change and minds can lose focus. The biggest competitive mistake usually made is that of trying to be everything to everybody in the mind.

It's one idea to a customer in the mind, and once you begin to blur what you are, your position becomes weaker.

• How to Sell and Market Your Shop in Today's Competitive World.
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This only opens up the customer's mind for your competitor. Countering a price attack. A low price is a big draw but there is an inherent problem with this strategy.

The age of competition: A World of Competitive Positioning » Innis Maggiore

Competitors have pencils so they can mark down prices instantly, which makes price a very bad differentiating idea. When attacked by a low price competitor, the best counter strategy is to push quality and reliability. This move sets up the benefit of longevity. Paying more for a product that lasts longer makes sense to most people.

It also puts your price competitors on the horns of a dilemma. Adding more quality to their products only raises their cost structure. It's hard to be cheap and high quality at the same time. Staying ahead of competitors. The best weapon for a strong brand is "new and improved. You need to get into the depths of competitive positioning.

The age of competition: A survival guide in a competitive positioning world

No other company in the history of marketing can match Gillette's efforts in the razor blade world. They are constantly adding blades and features to products that often replace existing products in which they have invested heavily.

Today, they have over 60 percent of the razor blade business, a number they have held for decades. They also have very few competitors because most have discovered that taking on Gillette can be costly and not very productive. If there were a competitive hall of fame, Gillette would be at the top of the list. Finally, paranoia is the key to success in competitive positioning.

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What I mean is that constant diligence is critical in a competitive world. As I said, everyone is after everyone's business, so a good worrier is a good marketer. The biggest mistakes I've witnessed are companies that didn't take their competitors seriously until it was too late. The level of competition in today's world is exceptional and only getting better. It is truly the survival of the fittest. What people have to realize is that flexibility is a necessary mind-set if you want to succeed.

You can't predict the future so you must be ready to adapt.

How to Sell and Market Your Shop in Today's Competitive World

Each understands the need to win online, and each has an award-winning content marketing strategy. Crunch numbers to calculate advertising investment November 28, Jef Richards, professor and chair of the Dep Sears' saga found in snowblowers November 14, NXTAuto Club is a club that allows customers to access the countless models, brands, and styles of luxury vehicles that they can exchange or swap out as many times as they would like.

By just paying a monthly fee, and maintaining the requirement of driving less than 15 days a month, members can drive every car their heart desires, without committing to the leases or contracts of regular car dealerships.

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Through this unique membership program, the company is not only able to give consumers countless opportunities to explore and learn but ultimately change the way they own cars, potentially even impacting the heavy volume of cars and carbon emission in highly populated areas. There is a temptation for companies to relax and get comfortable doing the same thing that has proven to work for years under the age-old adage of if it ain't broke don't fix it? While it's nice to keep things simple sometimes, there must always be a desire for reinvention.

Think of it this way, if a successful company was able to steal the spotlight from an older company, why the same thing can't happen to you? Many Millennial entrepreneurs like David follow the new adage if you're not disrupting , you will be disrupted. The solution is never to get too comfortable and always seek out new ways to do the same thing better or offer something innovative. This work ethic is the main reason for the success of a company like Google. They are always at the forefront of tech and there are hardly any consumer spaces they have not invaded and sought to dominate.

These ideas are what keep a company alive. It's all well and good to start a business, but the goal is to make it last for as long as possible in the best possible health. In today's scenario, the main rule is to adapt or die. Nokia, Blackberry, and Yahoo. As money continues to pour into marketing efforts, there is pressure to reduce operational costs, Schoolcraft added.

He then concluded his portion by summing up what body shops need to know when trying to score referrals and repeat customers:. Next, Ryan Taylor, creator of the app Body Shop Booster, discussed his 19 years of industry experience in Canada, and how his app can help enhance both the customer and shop's experience. The app guides customers on how to capture accurate photos of the damage on their vehicle and send it to an estimator without actually visiting a shop. Customers will take two photos of the damage, after being prompted with an example photo, in order to get an accurate depiction of the height, width and angle.

The application also collects the customer's name, phone number, email address, zip code, city and state, and referral source, he explained. Don't have a smart phone?