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 • Recognize that others may not share your values. That doesn't necessarily make them bad competitors. If they stick to the truth, follow the law, a nd otherwise follow the Code of Excellence, they are on solid ground. So spend your energy figuring out how to show your customer you're the better choice. Resenting your competitor isn't hurting their ability to win business, but it does drain your energy and focus your attention on unhelpful things. • Be sure you are following the Code of Excellence in your own operations. Avoid the temptation to bad - mouth the competitors who annoy you, however tempting it may be. • If your competitor breaks laws – such as d isposing illegally – to maintain lower prices, report them to the relevant authorities. If they engage in activities that harm your business through legally questionable tactics (see this article for examples), contact your attorney. If cold calling others' customers makes sense to you, do it legally and ethically. • Communicate with potential customers truthfully and in a manner that is consistent with the Code of Excellence. Focus on what your company can offer rather than detracting from the current provider. • Recognize that if you choose to compete on price with an established cust omer you are leaving money on the table. You are also creating low price expectations and it will likely take a long time to regain the ground. That hurts everyone in your market, including you. • Accept that many competitors do not view cold calling their c ustomers as honorable. This may result in unintended consequences for your company such as competitors not being interested in collaborating with you on larger jobs or helping you during breakdowns. P AGE 18 CONTINUED ON PAGE 1 9