It means "the same". If you market fried chicken...really the only local business you have to think about is the other fried chicken restaurant in your area.
If your business sell vacuum cleaners….the guy marketing stereo equipment is not your competitor.
If you sell ice cream cones, the local grocery store isn't a competitor. Why is that? They advertise ice cream in a box You offer it in a cone.
The nearer you are to being similar to your "competitor" the more they have an effect on your small business. You initiate dividing the business the minute you become similar. Presenting the same product, to the same public, in the same approach…..Opponents.
But it doesn't have to be this way.
You are exceptional.. Almost nobody has your attitude. Nobody is able to relate to consumers much better than a knowledable pleasant dealer or business owner.
Your local business or local retail store can be unique.
Your local advertising and promotion can be matchless. You can promote and advertise from a completely unique standpoint. You can display your offers in a light the shopper hasn't seen before.
Your offer can even be exclusive. You can promote offers that the neighboring buyers simply cannot get hold of anyplace else.
The purchasing experience in your local retail store or small business can be exceptional.
What is the distinction involving a $7.95 steak dinner at Ponderosa Steakhouse and a $60 steak dinner at a fine restaurant? Is the meat 10 times better? Not in the least. The atmosphere, service, music, dinnerware, silverware, attention paid...are all unique. Ponderosa and the fine restaurant never compete.
You have a character...that means your retail store or local small business has a persona. That character doesn't have to be exactly as the local business retailer down the lane. You can be more positive, more attentive to your buyer, smarter.
Your local small business or local retail store can even be cleaner, better arranged, more cozy for your consumer, more natural lighting, with better music, ….than everybody else..
Your local marketing can market higher end items with enhanced "bundles" to provide superior offers. You can advertise much better services, better services, extensive warranties, less difficult customer service, faster repairs, than anybody else.
Your "shopper experience" will be superior. You can resolve needs, inquire about definite needs, make suggestions…..enhanced than anyone else.
You are easily enhanced at just about anything than the store owner down the lane. Practically any situation can be turned into a advertising and marketing advantage.
Had a flood? You had an extensive "Flood Sale" didn't you? If the different models are being delivered in next to no time, you will surely have a liquidation sale. There's always a motive for an marketed promotion.
You are the only one like it in every respect...you are singular in every way... your retail store can even be enhanced in practically any way you choose. Your attitude toward purchasers could be legendary. The prospect's buying experience most likely are so fantastic that you become the subject of conversation for the following few days. You can be so helpful to your shoppers that the prospects wouldn't even contemplate purchasing someplace else. You have it in your control to make the customer addicted to the experience of buying from you.
Local small establishments are becoming more rare at an alarming rate. Why is that? Because they aren't offering the buyers enough solid motives to buy from themselves. The customer's obligation is not to purchase from you. It's your responsibility to make the buyers desire to purchase from you, and no one else.
You have no competitor.
Author Resource:
Small Business Marketing and Local Advertising expert Claude Whitacre is author of the book The Unfair Advantage Small Business Advertising Manual. You can purchase the book for $19.95 at http://www.claudewhitacre.com. You can also download your Free copy of the complete book at http://local-small-business-advertising-marketing-book.com
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