How do I stop competitors from stealing my customers? What can you do to
stay ahead of the competition?
If your customer had $1000 to spend, would you rather they spent it on you?
Or would you rather they spent it on your competition? OK, so it's a silly question, but let's go beyond the fact that you'll be $1000 richer. And yes, take your eye off the vacation and the goodies you'll be able to buy with that $1000. Instead let's look at care, protection and guidance.
And in order to understand care, protection and guidance, let's change the terms a bit.
If your customer wanted some service or product, who is more likely to “care, protect and guide” that customer? Your competition? Or you? If the answer is “your competition” and you're hopeless at caring, protecting and guiding your customer—then yeah— send the customer to the competition.
But on the other hand if you're the diligent one; if you're the one who isn't just after the dollars; if you’re the one that really wants to see that customer grow and succeed, then there's no question, is there? It’s your job to get that customer into your fold.
You can't be wishy-washy about marketing.
You can't, because the customer is not just someone off the street. This customer is like your child. You are sworn to care, protect and guide that “child”. If you don't do it, there's a good chance that the “child” will find someone who's just as warm and caring as you. But it's more likely that the customer will find some “perv”. “Perv” as in pervert. Someone who will take advantage of that customer.
You think this is crazy talk?
Well open your eyes. All around you there are folks who are selling get-rich quick schemes. Get rich quick. Get customers quick. Get to the top of the search engines quickly. And that's utter crap. There is no get-quick-anything.
There never has been. But the customer doesn't know that. And if they know that, they're like a child. They see the “lolly” and they get entranced. That lollipop looks so yummy that they forget what they were there for. They forget that they didn't get into the business to get-whatever-quick.
Because most of us don't get into the business to get-whatever-quick
We're very clear why we get into business. We do so to get more control over our lives. We know that if we work for someone else, we're always at their beck and call. And we know that when you're at someone's beck and call, it's easy to be stuck indoors while sunny days whizz by.
And so we start in business, but soon get stuck indoors.
That's when the pervs with the “lollies” show up. They know you're struggling. They know that you'll do anything to get some more buckeroos in the bank. They know that you'll do anything legal to get noticed by the search engines.
It's into this scenario that you step into
This customer has been promised the world by the perv. You know that the promise is fake. You know that the get-quick-whatever is just a waste of time, energy and money. But what do you do? You let the perv win. You don't market the way you should. You don't present your products and services the way you should. Because presentation matters, you see.
The perv doesn't have to bother with presentation
When you're selling get-quick-rich-whatever, that “is” the presentation. Your products/services are not presenting anything as spectacular. So you have to be smarter. You have to present the information in a manner and sequence that appeals to your customer's brain.
Sequence matters because the brain follows a sequence
Whenever we're buying something, we always follow a solid sequence. As you would expect, this sequence is blindingly fast. So fast that we don’t always recognise what’s happening. But the brain does its job all the same. The brain still looks at the product/service and goes through a series of extremely analytical steps.
Of course when we're marketing, we completely ignore those steps.
And in doing so, we fail to get the customer's attention. When we fail, we drive that customer right towards the competition.
The competition does some hard selling. And they get “your customer”. So should you have to hard sell to get the customer? Nope. There is no hard sell.
I'll say it again: There is NO hard sell
Hard sell is not needed. Not wanted. Not required. What's needed is the right information in the right sequence, and with the right call to action. The sequence matters (did I say that before?). The presentation matters. The hard sell doesn't. Present your information in the right sequence and the customer will come to you. And you can care, protect and guide them in the way you care and protect a child.
Because if you don't, there's a lot at stake.
You not only fail to care, protect and guide, but you also lose the customer. You lose the $1000 the customer was going to pay you. You don't take your vacation and don't buy your goodies. Heck even the mortgage and bills are looming like rattlesnakes in front of you. You go from happy-go-lucky to desperate.
And then the perv comes along. He flashes the “lollies” at you.
You know what happens next.
Next Step: Are you losing tons of potential business because you don't know how the brain works?
Read how The Brain Audit can help you