By :
Claude Whitacre
The word Competitor means "the same". If you sell fried chicken...the only place you have to think about is the other fried chicken places in town.
If you sell vacuum cleaners….the guy selling stereo equipment isn't your competitor.
If you sell ice cream cones, the local grocery store isn't a competitor. Why? They sell ice cream in a box (or tub)..you sell it in a cone.
The closer you are to being identical to your "competition" the greater they affect your business. You begin splitting the business the moment you become the same. Selling the same things, to the same market, in the same way…..Competitors.
But it doesn't have to be this way.
You are unique.. Nobody has your personality. Nobody can relate to customers better than a knowledable likable retailer or small business owner.
Your small business or local retail store can be unique.
Your advertising and marketing can be unique. You can market and advertise from a completely new perspective. You can show your offers in a light the customer hasn't seen before.
Your offer can be unique. You can advertise offers that the local buyers just can't find anywhere else.
The buying experience in your local retail store or small business can be unique.
What's the difference between a $7.95 steak dinner at Ponderosa Steakhouse and a $60 steak dinner at a fine restaurant? Is the meat 10 times better? No. The atmosphere, service, music, dinnerware, silverware, attention paid...are all different. Ponderosa and the fine restaurant don't compete.
You have a personality...that means your retail store or small business has a personality. That personality doesn't have to be the same as the small business retailer down the street. You can be more upbeat, more attentive to your customer, smarter.
Your local small business or retail store can be cleaner, better arranged, more comfortable for your customer, better lighting, with better music, ….than anyone else..
Your advertising can sell higher end products, with better "bundles" to give better offers. You can advertise better services, more services, extended warranties, easier customer service, faster repairs, than anyone else.
Your "customer experience" can be better. You can answer questions, ask about specific needs, make recommendations…..better than anyone else.
You can be better at almost anything than the guy down the street. Almost any situation can be turned into a marketing advantage.
Had a flood? You had an extended "Flood Sale" didn't you? If the new models are coming out soon, you can have a liquidation sale. There is nearly always a reason for an advertised promotion.
You are unique in every way...you are different in every way... your store can be better in almost any way you choose. Your service can be legendary. The customer's buying experience can be so wonderful that you become the topic of conversation for the next few days. You can be so good to your customers that they wouldn't even consider buying anywhere else. You have it withing your power to make the customer addicted to the experience of buying from you.
Local small businesses are becoming extinct at an alarming rate. Why? Because they aren't giving the customers enough solid reasons to buy from them. They buyer's obligation isn't to buy from you. It's your obligation to make the buyer want to buy from you, and nobody else.
You have no competition.
Author Resource:-
Small business advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can download a complete free copy at http://www.local-small-business-advertising-marketing-book.com or you can just buy a copy at http://www.claudewhitacre.com
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