Issue link: http://psai.uberflip.com/i/1177164
W EEKLY EDITION OCTOBER 16, 2019 Ca ll in g o n Co mp e tit o rs' Cu sto me rs: A Ho t Ide a t h at Le a ve s S o me Co l d By Karleen Kos, PSAI Executive Director What about the Effect on Customers? Imagine a portable sanitation company representative saying something like this to a customer: "Yeah, how [competitor] does it is nothing like what we do. It's totally messed up, and they don't care at all about their clients. I actually met their owner once. He was a real jerk. And he kicked a dog as he walked away." Whether you are the company that is cold calling saying this about the existing provider, or you're the established company responding to news that a competitor approached your client, smack - talking is a bad idea. Sure, it may feel momentarily satisfying. But it doesn't play well with customers. It comes off as insecure, petty, and vindictive. No matter what they may say out loud, your customer (or prospective customer) is likely thinking, "Wow, who knew there was such drama in the world of porta - potties? I don't give two hoots about a war between the Hatfields and McCoys of portable sanitation. Get me out of here." Customers want facts, respect, and trustworthy business partners. They want their time to be honored. So stick to how you can help them whenever possible, and avoid discussing the competition as best you can. If you feel you have no other choice to differentiate your company from a competitor, it is okay to bring up factually correct negatives. But be clear that you are only doing so in o rder to give a complete and honest picture, and that if you left the negatives out, you would be giving incomplete information . P AGE 19 CONTINUED ON PAGE 20