It took me a while to buy into this concept. But I get it now. And believe in it.
I first heard this phrase from Stone Payton, a friend and business partner. At first, I didn’t want to do anything to help the competition – felt that I had to protect my space. But as both myself and my business matured, I came to understand what it means.
But with Intrepid now two years old and with my growing activity in social media, this concept of service is gaining increased power and weight. Why? It is essential to building a strong brand. It helps differentiate you in the marketplace.
How does this manifest itself? Here are nine ways:
1. Never speak ill of your competition. There will come a day when they need a strategic partner, and they just might throw that business to you.
2. Don’t be afraid to throw business to competition. If you are too busy – or the new prospect is just not the best fit for you - never a bad idea to give it away. I will bet many of those same prospects will still come back to you down the road.
3. In the social media world, there are only about 1.6 million other marketing pros like me. What, am I gonna compete with all of them? Push them, promote them, forward their strong content – it all looks good on you.
4. We each have special skill sets. There will be a day when you need a competitor’s special talent to benefit your own client. Get them on board. I promise they will return the favor some day.
5. Despite what the press is reporting, there is enough business to go around. Help refer business to other competitors – and they in turn will become a secret sales force for you too.
6. Comment on the blogs of your competitors. Not to tear down their service, but rather to promote them as well as demonstrate your expertise. Some of those shopping around will land on your doorstep. Encourage your competitors to contribute to your blog too…
7. When networking – both at the local Chamber and/or on social media – introduce people to your competitors. If you have self-confidence AND a strong service offering – you won’t lose any business. And you will make friends with those in the enemy camp. That friendship will mean something someday.
8. There will come a time when you need the expertise of one of your rivals to serve your client. With your client’s best interests at heart, you WILL NOT lose your client. And at the end of the day, you will go a long, long way to cementing customer loyalty by sacrificing for their benefit.
9. When answering general questions about your industry space on social media sites like LinkedIn and Twitter, don’t be afraid to speak positively about the whole industry – not just your company. Speaking well of everyone helps the whole bunch of us, and paves the way for customers to move forward confidently. A rising tide lifts all boats.
These are just a few ways to serve. I bet you can come up with more. Please share. But at the end of the day, by serving your competition, you will actually grow your business. And while you are at it, you will slowly build a strong network of friends and allies that will ultimately benefit both your business and your clients.
Todd Schnick. Be Intrepid. www.intrepid-llc.com
