One Way to Compete?

This is not something I can recommend without a few disclaimers.  Read it first and then I’ll explain:

Making a List 

From a customer’s standpoint, how does your service stack up compared with that of competing sales reps?

You could invite customers outright to make the comparison. Or better still, work up an item-by-item checklist for buyers to fill out. It can be revealing on the one hand and show customers you care on the other — plus it can suggest areas for potential improvement.

Source: Business author Ray Dreyfack

This was from one of my emails from RAB.com this month.

I really don’t want to position myself against other radio stations in my city, unless that is where the real battle is.  I used to do that because I worked for some small niche stations.  But today I work for the most listened to station in town and when you are number one, you don’t berate the smaller guys.

Instead I congratulate them on using radio to invite customers to do business with them.  Sometimes that is the first hurdle, “Have you considered using radio advertising?”.

Think about your business.  If you Chevy cars, do you really want to berate the other Chevy dealers in town or do you think it would be better to simply demonstrate superior customer service compared to all the dealers in town?

I also believe you need to know everything you can about your direct competitors, so you will be prepared when someone asks you why you and not your direct competitor.  But it has to be the “whys” from a buyers perspective, not yours.

What do you think?