10 Simple Ways Your Competition is Growing Market Share at Your Expense
Their Website is Better Than Yours
You were dreading this one because you already knew it, and have known it for a long time. You’ve been busy and you just couldn’t find the time to bother with your website. But consider this – the primary first impression of a business to a new client is their website and the average website visitor will give you 3 seconds to figure what you’re all about. What message does your site convey in 3 seconds? What message does your competition convey?
They Make it Blatantly Easy to Contact Them
Getting in touch with these people is stupid easy. Their contact information is prominently displayed on their site and is easily viewed from a computer, mobile device, and outer space. There’s no having to navigate to the “Contact Us” page to find their information because it’s available on every page of their site. To top it off, when a client calls or emails, their response time is impeccable.
They Always Have a Compelling Offer to Talk About
These guys always seem to be featuring something, whether it’s a discount, special package, or even a new product or service. You can count on them to always have a topic of interest that draws their (your!) customers’ attention on their website, marketing material, and conversations.
They Are Visiting Your Customers
Don’t for a second think you are in the clear once you’ve landed the business. If you deal with recurring revenue streams, you can bet your competition is going after your business. Consider your postsales
and ongoing support. You should be doing everything in your power to turn every customer into an advocate and referral for your company. Excellent customer service and support trumps price 9 times out of 10. Don’t let your competition in the door by letting your post sales service fall short.
When You Google Key Search Terms for Your Business Their Listing Outranks You
What search terms do you clients use to find your business? When you type them into Google does your competition pop up before you? Even worse, if you type in your business name does your competition come up? Search engine optimization is key to the success of any website and is ever-evolving. Even some of the simplest fixes can earn you a significant rankings boost that may keep your clients from even noticing the competition. Plan on doing an SEO audit of your site on a regular basis.
They Have the Ability to Capture Leads From Their Website
There’s a pretty good chance that your competition is taking full advantage of using an integrated web form to capture potential client information on their website. If they’re really smart, that form doesn’t just get sent to a random email inbox, but is also captured with some sort of Customer Relationship Management (CRM) system where contacts can be stored, organized, flagged as new leads for immediate follow up, and integrated into lists for future marketing.
They Actively Engage in Email Marketing (and YOUR Customers are On Their List!)
Communication with your customers is key and your competition knows it. They alert their contact list for every new special offer, talk up their service and support, and make it easy for their (your!) clients to get in touch. Sign up for your competitors’ newsletters and see what information they are sending out.
They Are Proactive with Their Clients. You Are Reactive.
If you are waiting until a customer finally takes the step to actively contact you to inquire about your products and services, you are missing out on a huge portion of your potential business. There’s a good chance your competition doesn’t wait for the customer to come to them. They’ve developed a plan that proactively nurtures potential clients along a strategic path of becoming a paying customer by drip feeding them information specific to their target interest. Do you nurture? If you only talk to someone when they are ready to buy, your competition just likely stole a big piece of your cheese.
They Have a Reliable, Well-regarded Staff
They show up on time, stay late, are polite to the customers, and represent the best of your brand image. Their roles and duties are clearly defined and everyone knows where they fit in. Employees don’t waste valuable time each day sitting around waiting to be told what to do. Everyone has a clear idea of the tasks at hand and knows how to accomplish them. Personal accountability is a key theme of the organization and they hire and fire accordingly. How does your staff rate?
Their Employees Talk to Your Employees
We’ve all heard the phrase “loose lips sink ships.” Be sure to discuss with your employees your (hopefully strict) policy of divulging company information to competitors. It’s perfectly reasonable that your employees would have relationships with former colleagues and friends in the industry, but make it clear discussing business operations of any sort is unacceptable. The last thing you want your employees to do is brag about your latest hot lead.
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Founder, Dohmain Designs
About the Author
Jessica is the Director of Digital Marketing and Owner of Dohmain Designs. She is a small business sales and marketing expert specializing in business growth through intelligent website design and sales & marketing automation.
Jessica is a Certified Infusionsoft Partner, marketing automation and CRM expert with over 15 years of professional sales and marketing experience. In 2011, she combined that experience with innovative website design and created Dohmain Designs. She has worked with biotech giants, overseen the digital marketing for a popular Discovery Channel hit TV series, and helped hundreds of clients grow their business. Prior to creating Dohmain Designs, Jessica worked in the fast-paced biotech sector focusing primarily on technical sales and marketing, as well as providing complicated sales-focused CRM training across various disciplines.
Jessica is a member of her local Rotary Club where she has previously served as the Membership co-chair and currently serves as the Public Relations chair. Jessica truly believes in the "Service Above Self" Rotarian philosophy and strives to dedicate her time and talents to helping others, both in her personal and professional relationships.
She is located in the Minneapolis / St. Paul area and works with clients all across North America. If you'd like to get in touch with Jessica, simply complete the contact form below.
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