28 February, 2014 20:16

Here are a few creative ways to help turn your competitors’ customers into your own:

  • Offer a comparison chart that focuses on reasons why customers should choose your product over the competition. For example, you may offer a standard five-year warranty, while your competitors may only offer a three-year warranty. Or perhaps they offer an extended five-year warranty option, but at an additional price.
  • Stay informed of what your competitors are doing, but avoid copying their ideas. Instead, add value and make their ideas even better. For example, if a competitor offers free shipping on purchases of $100+, you could provide free shipping on all purchases and possibly even returns.
  • Create a unique tagline or slogan that focuses on your key selling points, such as: "Hassle-Free Returns" or "Receive your lunch order within 30 minutes or it’s free."
  • Add value to a comparable product through added services, such as longer support hours, free training, and live phone operators (no automated phone service).
  • Create a customer survey. Ask your audience how you can improve, what new offerings they wish you provided, what they like best about your company, and what areas they may find lacking. Their answers could easily point to ideas that will help you gain a competitive advantage.
  • Provide a risk-free trial to test your products or services before committing to a change.
  • Compare your guarantee to your competition. If your competitors don’t offer a guarantee, this is an extra reason to promote your guarantee heavily.
  • Compete with low-price competitors in creative ways. Offer exclusive discounts when items are purchased together as a package, or offer free or discounted add-on bonuses.
  • Romance your competitors’ customers. Show them the affection they may be missing from their current vendor, and let them know you’re willing to go the extra mile to win their business.
  • Even if prospects are happy with their current provider, be sure to continue your marketing efforts. Create front-of-mind awareness so you’re at the top of their list if they ever change their mind.

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