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