Do you ask to go paddle or float your canoe along the river of your working life?
If you’re floating, you’re in defense, if you’re rowing, then you’re on offense –
where do you want to be?
In today’s business climate, if you are not on the offensive, you will be whipped and
crushed on all sides by the obstacles you encounter.
If something does not work in your ad and you’re a floater, you just have to wait until
next week or next month and see if it gets better.
But if you’re rowing and driving your business, then you’re busy figuring out how to fix
what’s not working.
Take for example that big boulder in the river known as “competitive intelligence”, which refers to the knowledge needed to implement successful competitive strategies. If you do not have a handle on this it can mean disaster for your business. Let’s take a look at an example of what I mean.
Suppose you find that a competitor has lowered the price of a product by directly competing with the highest gross margin item in your business. Before you drop the price, ask yourself if this could affect your ability to compete. If the answer is “yes”, you should do some investigation to answer some key questions like:
The price reduces an unambiguous comparison or some features / services have been changed?
Is the price lower enough to overcome the customer’s inertia to change?
Does the competitor have the ability to manage an increase in demand without damaging customer satisfaction?
Is the price change limited to a territory or account or is it transversal?
An effective strategy covers product design, brand, services and a host of other variables that, in total, make up your competitive edge. Protecting your advantage requires real-time knowledge of changing the competitive landscape. The most significant fund of ongoing information, on an ongoing basis, is your sales force.
Sellers have the most direct contact with customers and have customer feedback on the
competition that is both real and perceived.
However, their job is to sell, so it is important to make them aware of their importance and involvement in collecting competitive information.
For the proper collection of information from the sales force, it is necessary to demonstrate to them and their sales managers that the process is of value to them.
This means that you have to do homework, which is gathering information that is already available internally.
View and analyze call reports, lost and lost reports, and sales records for red flags and trends. A competitive move in a territory may seem insignificant until it is added to information from other territories or as part of a global rollout strategy.
Increase these results with public data from published sources and industry analysts and you can offer your sales force advice to compete more successfully. By starting the process of sharing information, you will encourage sales reciprocity once they see what it contains for them.
In addition to the sales force, people of other functions in your company are often deposits of useful information about the competition. Accounting, purchasing, human resources and other functions participate in professional meetings with competing counterparts and may have fragments of the competitive horizontal puzzle. Do they know how important these data are and have you motivated them to share them?
This is but a small corner of your working life, but unless you are in danger – instead of floating – you will lose your margin and you will be left in the dust of your competitors.
Personally, I would rather debate my little heart instead of being tossed by any wind blowing on my way.
ما هى VAPULUS ؟
VAPULUS هي وسيلة دفع وتسويق عن طريق الهاتف وأقوى مزوّد حلول مدفوعات في الشرق الأوسط و جنوب افريقيا،
تقوم بتزويد الخدمة لكلا من رواد الأعمال والأفراد واضعين نصب أعيننا توفير
تجربة دفع رائعة للتاجر المصحوبة بمميزات التسويق الرقمي والتحليلات، حيث تتنوع وسائل الدفع الرقمي،
فإن نظام التشغيل يقبل بطاقات الصراف الآلي وبطاقات الإئتمان و المحافظ الرقمية علي حدٍ سواء،
مما يتيح الفرصة لتوفير خدماتنا لفئة الغير متعاملين مع البنوك بحرية.
تطبيق VAPULUS عبر الهاتف يمنح مستخدميه إمكانية الشراء عبر الانترنت والشراء من داخل المحال التجارية
ودفع فواتيرهم بالطريقة المفضلة لديهم من خلال الهاتف أو الجهاز اللوحي أو الحاسب الشخصي.