Consider Your Competitors Your Allies
What? Those people are my friends? You mean I have to take their
photos and logo off my dartboard?
Yes, your competitors are your allies and they can help you
increase your sales-even those ISOs you've lost accounts to.
Competitors can kick start your selling efforts by helping to
establish a need for your service, motivating
you to learn more, and adding spice to your daily selling efforts.
First, if a prospect chooses a competitor's service, a big part of
your job is already completed-the need for your service has already
been established. Now, all you must do is find out what made that
prospect choose the other ISO and how to get him/her to switch to
you.
How? Ask the prospect. He/she is the best source to find out how
you can improve your work. The merchant may give you some hints as to
the competitor's weaknesses too. Maybe the merchant initially
believed the approval process would be a little easier, perhaps the
customer service department isn't as accessible as it should be. No
one is perfect; don't knock the competition, just let the merchant
talk. In that way, your competitor has continued to aid you by
providing exposure to fresh information and ideas.
So, the sale has gone to a competitor, you've picked up some hints
from the prospect, now what? Well, move on to someone else, but check
back with that merchant in a month or so. If things haven't worked
out, you have left the door open by demonstrating you're still
interested in their business. Again, the competitor has helped
you-their loss will be your gain.
Finally, your competitors can motivate you and add intrigue to
your selling efforts. Just think how great you will feel when you
finally sell that prospect who was being pursued by "The
Competition."
Good Selling!SM
Paul H. Green
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