Five Ways to Make Yourself More Competitive

By Larry McGinnis

“The competition is killing me.”

“I’m losing market share.”

“My competition is selling copiers at below my cost, how do I compete with that?

If you haven’t heard these complaints, then you are new to the business.  So how do we make ourselves more competitive in our market place?

Here are five ways:

1. Talk to your customers and prospects.

Find out what they value most in a business partnership and give it to them. One dealer holds a customer forum each year to ascertain what problems are occurring and what would make the customers happy.  It can be easier than that.  Just Ask.

2. Create a cult of customer value. 

No customers, no dealership.  Let your employees know just how valuable a customer is. Post it in your organization. Make sure that everyone knows what the customers value, and what their role is to deliver value to those customers. Then let your customers know how much you value them. 

3. Know what business you are losing and why.

Keep good records in a database concerning machine service histories. Use this information to refine your customer value proposition. One of the biggest mistakes managers make is basing their decisions on what business they are winning not on business that is being lost.

One company was losing service business.  When machines were down they handled them in the normal course of business.  Some customers had to wait as long as two days for service.  After discovering the problem, the dealer put a priority on down machines. The problem was that no one was paying for the extra time involved in rearranging technicians routing.  But, it was done in the name of customer satisfaction. Once the rush service call was complete, they had to reset the open service call list.

Even though some money was lost, the dealer acquired a reputation for being the “go to” company when one needed a rush repair job. This company received more and more work as a result.

4.  Create a formal two-way communication system in the company.

The people closest to a problem are always the best ones to solve it. Few will share their ideas with top management unless requested to do so. Make them feel comfortable sharing their ideas. Give them the tools to implement their ideas.

5. Make the first contact the first priority.

Make sure that your first contact with the customer is through a live person with a good pleasant voice.  If you have bought into the “voice mail is better” myth, shame on you.  Think back on the contacts that you have had with electronic voice mail systems, not so pleasant is it?  There is no substitute for a well trained first contact person.  But, be aware that person must have an attitude of service.  They must want to be helpful and they must always be friendly.  It’s Ok to direct someone to a voice mail message center to take a message but it should never be the first contact with the customer.  u

Larry McGinnis brings over 30 years of experience to the office machine business. He can be reached at (866) 983-2243, or visit www.tec-aid.com.