Over the last few weeks I’ve been doing research into buying a particular type of specialised software. I narrowed the choice down to two options. I’ve tested both programmes and have been in touch with the two companies who develop this software, both large corporates.
I’ve asked both why I should buy their product and not their main competition’s, as they are both very similar. Both of these companies gave me unsatisfactory answers and I am still in limbo about which programme to buy.
What I am trying to say with this example is: customers will compare your product or service with other ones (you do the same when you make a buying decision). It is very important you know your own unique selling points and why people should choose you.
But from a customer’s perspective, it’s also important to know what your competition offers and what their strengths & weaknesses are.
If you know this, it’s much easier to sell your own product! This doesn’t mean you need to put down your competition, just highlight what makes you unique and why the customer should buy from you.
Ways to research your competition are:
- Google them and see where they pop up!
- their website & promotional material
- talk to customers
- review sites such as Tripadvisor
- social media pages
- keep an eye on how they are perceived in the media (you can set up a Google alert for this: www.google.com/alerts )
NOTE: registrations are now open for the 2016 Marketing for Success Programme. Click here for more info! Limited spaces!
Till next week, Marijke
Marijke Dunselman. Click here to read more about us!