The Battle.

Like it or not, you are in a battle and all it takes is ONE competitor to figure out how to take your market share in order for your business to end. 
 
Once the competitor starts taking market share quickly with a process and system, your sales simply drop off and you haven't a clue what's happening. 
 
It could come from a BIG COMPETITOR. 
 
Just look at what happened to all the competitors of WAL-MART, MICROSOFT, HOME DEPOT, BLOCKBUSTER, COSTCO, OFFICE DEPOT, etc.  They are long gone!  If a NEW BIG COMPETITOR decides to take your market share, it is very hard to survive them.
 
But it can also come from a SMALL COMPETITOR. 
 
Here's a sample of my client, a A VERY SMALL GUY (nearly broke when I met him) that put a big company competitor away as we grew rapidly.  Click here for Case #1: Buena Park Auto Tech
 
I have 17 Turnaround Cases verified by the Northridge Chamber of Commerce showing CONSISTENT and PREDICTABLE SALES CLOSE RATIOS of 20% to 90% which you can read in this web site.  This means that our POWERFUL MARKETING PROCESSES were eating up the sales of our competitors. 
 
With the exception of the Buena Park Auto Tech case, I didn't see the competitors bleed and die.  But they did because we took their sales in a big way!
 
Here's your problem.
 
1. You don't know who your competitors are.
2. You don't know why their customers buy your competitor's products/services.
3. You don't know why your customers buy your products/services.
 
Let me explain these three problems.
 
1. You don't know who your competitors are.
 
It never ceases to amaze me that when I go visit a business owner he has no clue as to who his competitors are and why the customers are buying from them.  Somehow these business owners operate like they are the only ones in town and if they can only work hard, give good service and have a positive mental attitude, they will succeed.
 
Don't laugh!
 
Let me ask you right now to list your competitors out of the top of your head.
I've asked all my potential clients this question over 20 years and have yet to get an answer!  So you are not alone.
 
OK. You can sit down and look at the yellow pages and come up with a list of competitors.  That's not all of them but it's a start.
 
Now that you have a list and it probably does not include everyone, we get to part 2.
 
2. You don't know why their customers buy your competitor's products/services!
 
For each of your competitors can you tell me why their customers buy from them?
 
And no, the answer is not because they own a business, have a good product, give good service, work hard, have a positive mental attitude, hire a good salesman or hire 'closers'.  I've already explained why these are not the determinants of business success but if you must, just click on the links above to read why these won't make you successful.
 
If you don't know why the customers buy the competitors, this means that you can't win the battle against them because you don't know what their strengths and weaknesses are.  Do you understand?
 
When I create an attack, it is driven by the competitor's defense.  And my defense is determined by my competitor's attack methodology.  This is the only way to win.  You can't win working with no knowledge.
 
Of course if you haven't a clue as to how your competitors attack, how can you defend? And if you haven't a clue as to how your competitors defend, how can you attack?
 
Oh, I forgot.
You are going to succeed because:
1. You own a business
2. Have a good product,
3. Give good service,
4. Work hard,
5. Have a positive mental attitude,
6. Hire a good salesman
7. Hire 'closers'.
 
You already know that you are not winning and if you click on each of the above, I'll explain to you WHY you are not succeeding if all you have are these. 
 
I know that you don't know why the customers buy from the competitors.  That's because of #3 as follows.
 
3. You don't know why your customers buy YOUR products/services.
 
I know that you don't know WHY your customers buy from you.  If you did you would have a CONSISTENT and PREDICTABLE SALES & MARKETING PROCESS like my clients have that you could replicate into multiple geographical markets and make as much money as you wish.  And you don't, do you.  Do you understand?
 
And since I know that you don't know WHY your customers buy from you, I know that you don't know why your customers buy from your competitors because you have less information about their business systems than you do of yours.  So there is no way you can compete successfully against your competitor since you you don't know what their strengths and weaknesses are!
 
But at the same time, it only takes ONE competitor to figure out what your strengths and weaknesses are and launch an attack on you and put you out of business! 
 
I've done it for many clients.  For each of my Northridge Chamber of Commerce verified Turnarounds where you see a consistent and predictable sales close ratio, what this means is that we are taking sales away from our competitors. 
 
Now if I can do it then there are other skilled business people that can do it too and certainly most of the highly skilled corporate strategists that work for the huge corporations can do it too.
 
And all the while you don't even know they exist, much less what power they have in the battle against you!  And all it takes is one business owner to compete directly against you and you'll be toast and won't even know what happened.
 
Ignore this at your own peril.
 
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