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Every one of us at one time or another has thought that “if my competition can do it, so can I.” And yet the truth is that’s rarely the case.
BE MORE ORIGINAL
If you really think about it, everyone has a different situation:
Since we are all different in the above (partial) list, it’s usually unreasonable to think we can copy the same features, options, and traits of whatever your competitor is doing. It’s typical for most of us that see something that looks successful from the competition, to want to duplicate it.
What we don’t know is:
- how much money is invested?
- what resources did they have to use?
- does it even fit “your” business style?
- how effective is it (ROI)?
- should your company associate itself with that idea or concept?
SIMILAR – BUT NOT
We all can think of products or services that are almost identical in general concept. Think cell phones, computers, ridesharing, food delivery services, and many more. Sometimes the basics are similar, but when you look closely, it’s apparent the products or services are totally different.
Here’s an example of a similar – but different one:
Asphalt shingles, metal roofs, slate, rubber roofs, solar tiles, clay tiles, and others
These are all roofing materials, but some roofing companies only offer one specific type because that’s their skill or comfort level. And, YES, it’s still roofing, but NO, it’s not similar. OK, I’ll grant you that the materials are still called roofing, but there’s a huge difference in quality, style, looks, warranty, and installation process.
The strategy that each company uses to market, sell, deliver, and install these different roofing materials is almost always unique to the individual company.
NOT ALL THE SAME
Since we are talking about roofing, I recently (after Hurricane Irma) had to have a new roof installed. We interviewed a couple of roofing companies and found a dramatic difference. They were all offering 35-year asphalt shingles, and one offered a synthetic underlayment, promoting much better qualities and longevity.
We opted for better shingles and synthetic underlayment but were greatly disappointed for another reason. The installers were sloppy, crude, careless, and in such a hurry that they had to be called back three times by the building inspector. Even worse was their customer service!
Just one example of their poor service – the installers got “tar” all over our beautifully finished custom driveway. And when I pointed that out to the manager, he said “well, that happens, it is a construction site after all.” He refused to clean it up or attempt to make it right.
DO YOUR OWN THING
Stop worrying about copying your competitors. Sometimes (usually all the time), the quality of customer service is far more important than what products or services you provide. In the case of water damage services, water extraction can be done many different ways. Setting the right expectations and providing the best customer service possible will ultimately be the most important part of what you do.
Don’t get caught up in the whirlpool of “if my competition can do it, so can I.” It rarely works out the way you had hoped it would.
Dick Wagner 419-202-6745 [email protected]
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
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