Issue link: http://psai.uberflip.com/i/851467
WEEKLY EDITION JULY 19, 2017 Question of the Week: What can I do if a competitor is lying about my business?...continued With this in mind, consider the things you can do to deal with the situation. • Keep perspective. If you found this "company" online but no one has mentioned them to you, it may be worthwhile considering the value in ignoring it. Lies no one ever hears or notices won't hurt you. Be careful if you decide to amplify them. • Remember: 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. • 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. • Educate your customers – and potential customers - about how brokers operate and the pros and cons of using a broker versus doing business with you directly. • If you are offered subcontract jobs through a broker, make a decision about whether to take the work based on how the broker advertises. Some PROs provide a lot of services on behalf of various brokers, others refuse to deal with brokers at all. That is certainly up to you, and you should make that decision based on a variety of factors. If you decide not to work with a company whose material is misleading, you shouldn't hesitate to tell them how offensive you find their advertising. What you can't do is collude with any other portable sanitation businesses to boycott this company/broker or otherwise harm their business. In circumstances like these, it can certainly be tempting to call your friendly competitors in the area and try to get everyone to agree to not do business with the offending company or broker. Unfortunately, if you do that you would be in violation of US anti-trust laws. In short: be the good guys and gals. Counter the lies by building your own business and letting the bad guys fend for themselves. If they go too far, call an attorney before you call any other portable restroom company. This will help you stay on the right side of the law. Of course you can always contact the PSAI as well. We'll be glad to assist you as much as possible. PAGE 2