How to succeed against your competitors

In a strong market competitiveSometimes it’s difficult to break through against companies that have been around longer than you or that have more resources. We therefore tend to lower the prices of our products or services in the hope of attracting potential customers. Obviously, your prices communicate a sense of who you are, your expertise, how you rate your services. It’s hard to appear like an expert if you cost half as much as yours competitors. Quality comes at a price and everyone knows this, even your customers!

Price is not the only lever for positioning and winning sales. Lowering prices, when they are obviously well priced, is never a solution. This will only send a negative message about your business. So, you will tell me, how do you position yourself against the giants of your sector, how do you position yourself in a crowded sector?

Before taking important communication actions, sit down calmly and take stock. Go back, if necessary, to your sweet dream as a young entrepreneur, to the time when you were not overloaded with paperwork and were convinced of conquering the world and analyze your current situation.

Highlight your strengths against your competitors!

Do you ever compare yourself to your competitors and feel small? However, even if your structure is smaller, if your means do not allow you the same extravagances, you necessarily have strong points. It’s always there.

Maybe being smaller than your competitors gives you more flexibility. Maybe you have shorter production or delivery times. Take the time and list your company’s strengths one by one. Some may seem insignificant to you, but think about what you value in your suppliers.

It’s your differences that set you apart from your competitors. Also be careful, what sometimes appears to you as a deficiency will actually be an opportunity in front of a certain audience. Not everyone is comfortable with large structures, some appreciate the family aspect, the special relationship, the feeling of knowing your entire team. Others, on the contrary, are reassured by working with large structures, with strong backs. You can’t please everyone, that’s for sure, but target that segment of the population that is likely to work with you.

Communicate your difference and your innovations

Once you have identified your strengths, what differentiates you from other companies in your business sector, focus your communication on these values. Make sure that these values ​​are recognized as leitmotifs. Implement a differentiation strategy.

If I have one piece of advice for you, the one I repeat at the top of my lungs is: don’t invent, don’t pretend, don’t pretend to be something you’re not. Worst case scenario, revise the way you operate to communicate new values, but don’t cheat. Communicate who you are!

Maybe you’ve found an innovative formula in your field, your way of doing things, or maybe you have a more environmentally friendly process. These are your values ​​that will inevitably resonate with others.

Know your customers… and your competitors!

There is one area in which our companies must evolve in France, particularly in B2C, and that is customer relations. I talk about it in another article where I deal with customer loyalty. Try to personalize your relationship with them. It’s so nice as a customer to feel unique and important.

Arnaud Deschamps, CEO of Nespresso France, says it: “Nespresso must become the most caring brand” (and not just with Georges Clooney). Their positioning is simple: “We are a luxury brand that must be able to satisfy its most demanding customers”. Attentive welcome, luxurious premises, impeccable and competent customer service, everything is done to offer the customer a very pleasant experience.

Who are your current customers? What relationship do you have with them? Is there a significant percentage of your customers who belong to the same professional sector and have specific expectations? Could you aim for a narrower target and thus become a specialist in a specific sector?

Take care of your communication!

Is communication the cure for all ills? Of course not, but when it’s appropriate and authentic, I truly believe it can have a significant impact. Pay attention to the tone of your communication. Try to be fun and interesting across your different media (web, social networks, blogs, print).

Put yourself in your customers’ shoes and spread useful information. Talk less about your products and services and more about the solutions to their problems. Adopt value-added communication that is worthy of interest and trust. Demonstrate your expertise!

Take care of your SEO. There are many companies, artists, talented people, unfortunately unknown because they cannot be found. Be present on social networks and invite your customers and partners to join you. Publish information, promotions, competitions, in short everything you can to animate your community. Not everything will be rosy, persevere and believe in yourself!

Speak like an expert, be present like a partner, and demonstrate your values ​​through your service.