Summary: Very often, inferior competitors play the price card:<br> <br> Jay: I get that question. "Well, I talk to your competitor and they're less expensive than you are." Well, now I have to find a way to let them know, yeah, we are more expensive, but there's a reason. And it's because we're very good at what we do and we have certain guarantees that they don't, or whatever it is.<br> <br> David: Yeah. A pack of cigarettes is cheaper too, but that can also kill you. No, that would not be a good answer. But sometimes it's what we feel like saying...<br> <br> <br> <br> David: Hi, and welcome to the podcast. In today's episode, co-host, Jay McFarland and I will be discussing the idea of losing business to inferior competitors. Welcome back, Jay.<br> <br> <br> <br> Jay: It's good to be here, David, and this is one of the most frustrating things for me when I know that I have a better product, I have better customer service.<br> <br> I know this because I've heard complaints about my competitor and all of these things, but you lose it to them for whatever reason. Well, that can really ruin your day , and it can also affect your business.<br> <br> David: It really can. And I think just this idea and even the word inferior competitors, probably anyone in business who has competitors that you've run into has had this experience. And you're like, I can't believe they went with that person instead of us.<br> <br> You know that what you have is so much better and offers so much more and is going to transform the person in positive ways so much more than they will if they go the other way. And yet they go in that direction. It can be extremely frustrating.<br> <br> So when we think about this idea of how to avoid this, how to avoid losing business to inferior competitors, there are a number of different things that we can do. But I think it starts with recognizing, first of all, that they're out there.<br> <br> That there are a number of people out there who are not as good as we are. And then it's about, okay, how am I going to be able to communicate that to my prospects in a way that doesn't make me sound like I'm bitter, or make me sound like I'm frustrated? And that can be the challenge sometimes.<br> <br> Jay: Yeah, I agree. I have people regularly ask me, what's the difference between you and your competitor? And I find that you have to be very careful with this question. And the tactic that I've chosen is to say, here's the value that we can bring you. Here's what I know we can do.<br> <br> And I try and s teer it back or say, you know, I haven't worked with them directly, but let me tell you this is where we shine. And I know we're going to bring you success in this way because it's always been weird to me that somebody would believe what I say about my competitor.<br> <br> I'm the worst person to ask. It's like in politics when somebody runs an attack ad, why would you believe the guy who's, you know what I mean? It 's the worst person to ask, but we put so much faith and trust in it.<br> <br> David: Right. And I think, going exactly along that line, one of the things that we've tried to do when people come to us and they ask us about it, is we'll basically say to them, well, listen, anything I say is obviously going to be biased.<br> <br> Why don't I fill you in on some of what our customers have said about that topic? And then we've got videos and we've got audios, and we've got written testimonials of customers who have worked with us and we'll point them to that. And allow them to hear what other people just like them are saying about the products and services we offer.<br> <br> Sometimes there are situations where a customer will talk about a bad experience they had with one of our competitors and the reason they came to us, and so sometimes we'll share those stories as well. Say, well, listen,
