Do What Your Competition Won’t

Posted by Chris Kauza on June 8, 2009 under Marketing Monday | Be the First to Comment

Service innovation ideas aren’t limited  to sophisticated technology companies or big, expensive consulting firms.  Just look at how two different small engine repair shops gave themselves the competitive edge and grow their businesses, step by step.

A marina service operator guarantees parts and labor on all work for 60 days.  It doesn’t sell big ticket items like boats, but it does increase engine warranty service sales because he has a receptive, happy customer who is willing to hear the up-sell pitch to an extended service warranty.  Annuity business like this keeps customers coming back to his shop – and it separates him from the competition who won’t provide such a substantial guarantee on their work.  He also let’s customers drop off their boats outside of marina operating hours, as many customers will come in from the water long after everyone in the shop has gone home.  He finds that providing that extra, little service flexibility make his customers happy and keeps them coming back to him for other products and services.

Another entrepreneur, an owner of a landscaping / garden / small engine repair shop, provides additional warranties on all equipment sold in their shop.  Further, they offer “off season specials”.  For example, to pick up revenue in the winter months when times are slow, he offers to “summer-ize” his customers’ lawn equipment (i.e. – tractors, lawn mowers, etc.).  The equipment gets special treatment and his customers feel important and come back to his shop for other needs, because they know they will be well taken care of.

Action Step:

Check up on your competition’s business and look at them through the critical eye of the customer.  What are they doing that you could be doing, or doing differently?  What are they not offering that you could offer (for free or at a special price), that would distinguish you and make you unique in their eyes?

Come up with one idea that you are committed to implementing within the next 30 days, and get the word out there about what you are doing!

And don’t forget to let us know too – we’d love to let others know about your business success stories!