Issue link: http://psai.uberflip.com/i/1331134
ASSOCIATIONINSIGHT Portable Sanitation Association International News BIWEEKLY EDITION JANUARY 20, 2021 Page 17 What to Do about Competitors Who Don't Play Nice…continued from page 16 It's perfectly understandable to want to warn others about your bad experience or to "shame" the supplier into paying better attention to your frustration. Posting your displeasure on social media is not necessarily illegal unless you openly try to persuade others not to do business with them. Be careful what you post! Social media does create a record that might not help you in the long run. Organizing a boycott is illegal, and the bigger your company is, the more likely that a sort of public dressing down will backfire. So, whether you engage in a calling campaign to warn others or you create a social media post, confine your comments to your own experience and avoid any language about what others should do with this information. Likewise, if you aren't thrilled that a new supplier is entering the market, you don't have to buy from them, but avoid telling others what they should do with respect to that new market entrant. Any activity that appears to be an organized or colluded boycott could be illegal. Remember What Your Mom Said: "The world isn't fair and people don't act right." This is still true. The most powerful strategy is to focus on what you can do to propel your own business forward, regardless of what others are doing. If you think "the other guys" are breaking the law, it is best to say and do nothing until you speak with your attorney. Then you can decide whether it makes sense to pursue them in court, report them to regulators, or do something else. But remember: revenge is a dish best served cold. Be the better company and that will be the sweetest retort. Most of the time unethical people will skirt the issue by not mentioning your company. They may find other "creative" ways to "build up" their own business by tearing down their competitors. As most successful entrepreneurs know, this tactic won't usually work very long. With this in mind, consider the things you can do to deal with the situation. • Keep perspective. If you saw an ad or online banner that attacks your equipment or your service—but no one has mentioned them to you—it may be worthwhile considering the value in ignoring it. Lies and bad examples no one ever hears or notices won't hurt you. Be careful if you decide to amplify them. • A good offense is the best defense. Make sure your company is as good as you think it is. If you haven't done any research lately, consider doing that. It doesn't have to be expensive. Talk to your customers—even the unhappy ones—and find out how you are perceived. Get someone to be a "secret shopper" and document their entire experience with your company. See what you can do to learn and improve if that is needed. Also do some secret shopping with your competitors and see how the experience compares. • Up your own advertising, especially on the web. Invest in ad words and other search engine optimization techniques so your site comes up before theirs in searches. If you don't know how to do this, find someone who does. Nowadays it's not that hard, though it may cost you a little bit of money. Continued on page 23