I received a call last week from a competitor. Her client had found a product on my website and she wanted to find out where I had gotten it. It was custom so I wasn’t a big help in the long run, but she was so grateful that I called her back. Why wouldn’t I?
I also exhibited at a large client trade show last week. It was staged by an association and had half a dozen promotional product companies exhibiting their top ideas for their members. They do this every year and many times it’s the only time I encounter some of my competitors. Some of the individuals were very open to walking around and saying hello, talking about our businesses, industry trends, while others stayed to themselves.
Going Above and Beyond May Be the Key to Gaining Business
To end the week I had a meeting with a client that I’ve always done small projects for and have never been able to get more. She said it might be my turn. Her “favorite” company had closed shop. She then proceeded to tell me why they had been her favorite. How they went so far above and beyond to get her projects completed. And to be perfectly honest, one of the examples was truly impressive. I don’t know if I would have done the same (and I think we go pretty far to help our clients succeed).
And, recently I was fortunate to win a large RFP (request for proposal) because, as the purchasing agent said, “my name kept bubbling to the top.” You see, I knew many of the top management of the company from projects we had done for them in the past, but also from working with them through my volunteer activities in the community. I was really glad I had “bubbled” and told her so. While we have the experience as I am sure many others did, it was their comfort level in “knowing” me that tipped the scales in my direction. I had several competitors call to say congrats, while a few others were less than congratulatory when I next saw them.
All these recent experiences got me to thinking about “friendly” competition and how it affects our businesses. Personally, I think there is enough business for everyone, even if I silently hope clients will only buy from me – always! We all know that’s unrealistic.
Sometimes it’s experience, personality or just being in the right place at the right time that gets us in the door or expands our business with a client.
Being Open-Minded Opens Doors
I also think we can learn valuable lessons from our competitors. For instance, when I returned the call I knew it was a competitor because she mentioned it in her voice mail. It’s also the reason I returned her call so quickly. She was working on a deadline for a client. During our call, she was shocked to learn her client had also contacted me. I told her I wasn’t going to respond to her, but to please tell her I had received her message. It’s what we should all do for each other. Her client was a hospital (I work with a network of hospitals) and we then proceeded to discuss some of the opportunities we have uncovered in that arena. It was very productive for both of us. So being open-minded was key for both of us as we shared our experience without any worry of poaching (she was hesitant to contact me – in the past others have ignored her inquiries).
At the trade show, one of the exhibiting companies literally talked to none of the other companies in attendance. They sat at their booth on their smartphones when we had a lull in the activity. I’ve known the owners of that company for a very long time and this was a couple of their salespeople, but to be perfectly honest, they exhibited the personality of the owners. It’s sad to say, they have always felt everyone was “taking” business away from them. Again, lesson learned. It’s not always personal – maybe someone is going above and beyond what you are willing to do to gain or keep the business. They missed out on some great sharing of information and possible partnering!
What Am I Not Doing for My Client?
I will admit that when I see a client's logo on a product that I didn’t provide for them I wonder, “Why didn’t they ask me?” But they shouldn’t have to. Obviously one of my competitors was there for them and I wasn’t. It motivates me to work harder and smarter. How could I be more proactive with my clients? How can I make sure that I understand their needs and timing better? And, maybe I should be spending more time with them.
In this age of instant gratification and online buying, it’s getting harder and harder to be the “one” for our clients. But I do think we can learn from each other by interacting when we can. I personally don’t attend many of our industry shows, maybe I should so I could interact more. We all work differently but we all have a wealth of knowledge that when shared won’t make us fail or lose business I think it will make us even stronger as an industry.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book “Transform” with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.