Blue Elevator Blog

Talking About Your Competition!

When you mention your competition, you advertise for them.  The more you message your competition, the more “top of mind” they become.

So, pardon the direct advisory, but stop talking about your competition!

Why Do You Do It?

It kind of makes sense when you think about it.  Business owners, organizations, etc. tend to talk about their competition in an attempt to differentiate themselves.  At face value, this makes sense.  The trouble is, they don’t do it from a position of strength.  Right?

Have you ever heard an industry leader talk about its competition?  No.

The typical pitch from an underling to an industry leader is this: “We’re just like the industry leader – only cheaper (or insert other attribute).”

Why Shouldn’t You Do It?

There are a variety of reasons why talking about your competition doesn’t work:

• In your attempt to differentiate, you differentiate.  You remind everyone that you are not #1.  Someone else is.
• Talking about your competition advertises for them.  You create impressions on their behalf.  Clients of The Blue Elevator™ Group will recognize this as part of the Rules of Seven.  Make the Rules of Seven work for you – not against you.
• In essence, you are making the case that your company or organization is a commodity.
• You unwittingly invite comparison.  You actually create the very thing you are trying to avoid.
• You discount relationship.

The Antidote For Talking About Your Competition

The antidote for such is to build your own brand and Deliverable.  You should create your own impressions.  If you haven’t taken the time to …

• Build a Brand
• Build a Deliverable
• Etc.

…then, you will be tempted to continue talking about your competition.  At Blue Elevator™, we walk our clients through the above concepts – and a multitude of others – to provide specific technical know-how on how to help you present and promote yourself (and not the other guy).

You should really be messaging your unique Deliverable to the people that know you and love you.  They already might have a relationship with you.  They want to do business with you – you just have to make it clear why.

If I may, consider the Hedgehog Concept promulgated in Jim Collins’ Good to Great.  At Blue Elevator™, we help clients define what they can be best at – and do it.  This obviates the need to go around talking about your competition.

In essence, your goal is to Stand Out in The Crowd.  We invite you to read this article, as well.

Summary

Be encouraged to have your own custom Deliverable and stand out in the crowd.  If that sounds good to you, we’d invite you to contact us so, God-willing, you can have others start talking about you!