Do you REALLY have a Competitive Advantage? In March, our CEO groups were treated to an eye opening presentation. Jaynie Smith taught us that while WE think our companies have a Competitive Advantage (CA), that doesn’t mean prospects and customers do!
Leaders think their companies have a CA, because their teams try to produce the best possible products/services and market/sell it to their prospects. We forget that a CA is in the eye of the beholder: the customer. Prospects have lots of options (and with mobile search engines and e-commerce and related rating systems, it’s easier than ever to check out competitors). Similarly, if customers have not had an A+ experience from all perspectives, it’s easy to be picked off by a vendor with CA that outshines yours.
The solution is to understand what a real CA is! As we went around the room, CEOs told us that their companies had products with superior quality, more efficient and effective, delivered on-time, had stronger customer relationships, had more expert staff; were more customer-responsive, etc. As Jaynie pointed out – we all use the same “blah.. blah” – without proving it. that’s why prospects move on to someone else.
A true CA is something that simultaneously offers desired benefits (e.g., ROI, convenience, etc.) and also reduces risks. Using objective, measurable criteria, you need to quantify it for your target customer.
- TD Bank is “America’s Most Convenient Bank for small businesses who use branches because they are open 7 days a week and longer hours on week-days. But if you’re a “digital” banking customer, it’s not.
- Vistage Worldwide’s has helped CEOs become more effective to grow their companies better for over 60 years; Dunn and Bradstreet evaluates its impact regularly and finds that companies who join, grow 2-3X faster than competitors. That’s a CA to leaders committed to growth; not to status-quo lovers.
It reminded me of a story about a company selling sunk pumps. The industry leader was selling a $30,000 unit. A new competitor entered the market and sold theirs for $25,000. As sales dropped, the sales people demanded that their company drop the price – which would have made sales unprofitable. A consultant was hired to compare the two units; they discovered that their competitors’ unit needed to be replaced every 3 years, which meant major disruptions to company operations on that day, and that service cost was $5000. The main company’s unit had to be serviced every 10 years at a cost of about $3000. With that, management changed its marketing and raised the price! The result: sales increased and surpassed initial levels!
When was the last time you really analyzed whether the CA you developed years ago is still working for the different client/prospect segments you serve? How easy is it for a prospect who quickly scans competitors to see your CA? Share with us your experiences and what you’re doing to develop a more effective CA.