In a recent email, I promised a special offer to those who attend the OBCAI Convention in Miami, and introduce themselves to me. I thought you might like to know more about the Strategic Marketing Tool, "20 Ways to Beat the Big Boys!"
While the material is designed for the Shared Office ~ Executive Suite ~ Business Center Industry, it does cross over nicely to many other industries.
The training material began years ago when a client of mine who was competing against a much larger, better capitalized competitor, asked me for help. As his consultant, he asked me to help him design competitive strategies for defeating the larger competitor in head to head cases.
I spent a great deal of time coming up with strategies that could be simplified so that his managers could execute and verbalize the strategies to a prospect. I felt it had to be parsed into a number of different strategies so that the sales executive could pull one or more of the strategies and use them on a case by case basis in a competitive situation.
It surprised me when I completed the first draft. What surprised me was that I found many of the strategies and tactics to be applicable to my own business which is real estate and consulting.
The strategies and tactics are broken down into 20 approaches. Each one has specific language or conceptual context that allows it to be used directly with a prospect. Having a strategic is one thing, being able to verbalize it and use it in a competitive situation is another. In this case, I show in the tool how to use the strategy to differentiate with disparaging the competitor. We never want to speak badly about another provider as it will usually backfire and make you look terrible.
So, I recommend that you always speak in terms of "what we do" or "here is how we help" and contrast that to the competitor.
The material was presented to my client and it was an immediate success. His closed sales ratios went up immediately and the competitor lost market share. The long-term impact was significant to my client. For years I assisted the client and we became great friends and colleagues.
If you attend the OBCAI, just come up to me and say, "I want the 20 Ways to Beat the Big Boys!" tool. I will give it to you absolutely free with no conditions. Well, perhaps if you are a "Big Boy," I might pause before providing it to you.
In any case. I hope to see you at the OBCAI on September 23rd. If you are interested in having me teach these concepts to your TEAM, just let me know.
Sonny Moyers
Managing Partner & Industry Consultant
The O'Dea Moyers Group & Ebby Halliday Realtors
972-464-4110 or Cell: 469-261-5715
