On my Facebook page, I recently posted the following:
“Speaking respectfully about your competitor to your prospect shows you are confident, you are successful, you are safe.”
While most respondents agreed and provided some excellent examples, one young business person, Michael, wrote with a challenging question:
“What if you know for a fact your competitor is a scammer; hurting people and ripping them off?”
Michael, while thankfully this is not often the case, sometimes it is. Thus, you’ve asked an excellent and very legitimate question. For the sake of this post, let’s assume you have in fact accurately described this person. Well, it’s tricky.
Let me run a couple of scenarios past you. For example, if your prospect has already talked to your scammer competitor (and they like him or her) how do you feel it will come across if you say, “oh, that person is a scam artist and if you’re not careful they’ll rip you off big-time!” It will probably only cause them to feel stronger about the other person and suspicious about you.
That’s just one example. And, even if they haven’t ever spoken with the rip-off competitor and you volunteer that info about him or her, they might become suspicious of them, but most likely they’ll have less trust for you, as well.
The only thing you can really do in this case (in my opinion) is to advise people to be sure and really get to know the people from whom they buy, and suggest they ask for a list of testimonial endorsements from satisfied customers (of course, you should always have plenty of those on-hand yourself).
Typically, though, Michael, it’s one of those things that — unless you want to take on a personal campaign to expose the person — at risk to your own reputation, as well — you still can’t go speaking disrespectfully about them. 99.9 percent of the time, you’ll be the one who looks bad…not them.
The very best thing you can do is conduct your business with such high integrity and “knock-your-socks-off” service and value that you earn the bulk of the market share.
Well, my awesome blog family, please share your thoughts on this. And, feel free to point out where I’m wrong and/or could have provided Michael with a more helpful response.
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This used to be an issue in our medical practice when it came to referrals to specialists. In the case of physicians, it wasn’t a question of “scammy”, but rather of bedside manner. If Dr. X was in the “poor bedside manner” category and one of our patients was considering them, we would say something like “He/she is very good. (As long as they actually were very good) Have you considered Dr. Y? We work with him/her a lot and always receive great feedback about them.”
This doesn’t really apply, as this post is about competitors, rather than colleagues. But I always enjoy being part of your discussions, as I learn not only from you, but from your awesome commentors, as well. 🙂
Linda, thank you, that is sweet of you to say (re: your final sentence). However, I believe that what you wrote was very helpful and does apply because it provides us with still one more way to be able to utilize tact in order to help the customer/client/patient without our downtalking anyone else. Thank you for sharing with us!
Hi Bob,
I would like to speak to one sentence you wrote:
“The very best thing you can do is conduct your business with such high integrity and “knock-your-socks-off” service and value that you earn the bulk of the market share.”
About 4 years ago, I had another Chocolate franchise open up across the street, and just down the block, from my chocolate franchise. I could see them out my front window, and when I went in there, it was laid out exactly like my store. They carried exactly what I offered, Caramel apples, fudge, chocolates, and ice cream. Now they weren’t “scammy”, but they didn’t speak well of my store or me, even though they didn’t know me.
I had a meeting with my employees, and told them that even thought we offer good customer service, we will be upgrading that to OUTSTANDING customer service, and anyone who didn’t want to participate “didn’t have to”. (they were welcome to seek other employment opportunities. No one left, we stepped up our game, and 2 1/2 years later they competitor was out of business, and I was thriving.
That doesn’t mean that I didn’t “watch” them. I did, but only as a motivator for me to be bigger, better, than them.
Once I stopped “worrying” about them, I was able to run my business more effectively, and take back the small market share I had lost to them when they were the “new guy in town”.
Just a side note: While I didn’t speak badly of them, when someone would come in the door and ask where they were located, I would just say, “Oh, I didn’t know there was one of those in town. Would you like a sample of our yummy fudge?”
Jean, what an outstanding lesson. Actually, several excellent lessons within your note. You did what a true leader would do (which makes sense since that’s what and who you are). Again…OUTSTANDING. Thank you for sharing!
Wooohooo have you hit on one here that is almost like sunshine to the shadow in my business, it’s almost always there in one form or another. Best I’ve come up with is
1st- Smile, maintain eye contact, and be sincere.
2nd- If you know this person acknowledge their successes and efforts and give them credit for where they are, what they have done. This lets them know you know them and you knowledge them and care.
3nd- there are options: “I really have not had enough contact with them to form an informed opinion that I would feel comfortable recommending at this time so the best thing I can recommend is to ask around or for references.”
Or after they rant how great the person is and then ask what you think; “Wow, that all sound incredible, I am sure with hearing so many wonderful things they have numerous outstanding references that they would love to show off and share with you. Check it out, ask, you know success is very often by association, find out who else they have helped succeed and how so you can brag too and know who you are rubbing elbows with.”
4th- Wish them the best of luck with whatever they choose and let them know if there is any way that you can help them please don’t hesitate to contact you.
Just my thoughts.
Hi Lilyana. I know; a ticklish situation at best and downright {fill in blank because I can’t even come up with correct word at moment} 🙂 at best. Very, very difficult (wait, yes “difficult” was the word) :-). Seriously, it is really a very delicate balance of what to say and how much. And, as usual, you provided an excellent example of how it can be effectively approached. Thank you!
Bob, thank you for this thoughtful post. When I worked politics, we adopted the mantra of “never knowing your competitor’s name.” This simply means that when talking about others to keep it simple. If you are good, there really isn’t any need to talk about the other person.
In the end, positive energy equals positive energy. Negativity will follow you like a dark cloud. Who wants to walk around with an umbrella, anyway?
Excellent, Cheryl. While I do think it’s actually a good thing to use the other person’s name when you can in a positive way (again, for the reason mentioned at the top of the article), I absolutely agree with your premise, and everything you wrote. Terrific advice. Thank you for sharing!
Wow this is excellant advise, and very good information. I have had an interesting situation recently, and just ‘listened’ to the other person ‘bash’ or how the other person was bashed and it is very interesting how the phrase,’You catch more flies than honey’ works so well. I have had to talk to the referenced party a couple times. I also just see the innocence of where they are (the scammy) and continue to be the best for my business whether personal/professional or just in life generally.
Have a great day!
Thank you, Diane, I appreciate your feeback, and sharing with us!
Bob, your suggestion to simply request the prospect to be aware of the scammy company is right on target. Depending on your industry, there might be third-party watchdog sites or groups that you can refer to so the prospect gets an unbiased opinion, which will give them comfort and build trust in you. Here are the words I often use:
“Bill, we advise all of our clients to do their due diligence on us as well as others they are considering. We have a strong history of delivering pretty spectacular results and our online reputation reflects that. Just Google . I’d recommend doing the same with your other bidders.”
Wow, great, great advice, Raj! Thank you for sharing with us. Very cool!
Here’s another perspective on this scenario. Maybe it’s *your* perception that they are “scammy.” If you specifically know someone who was hurt or ripped off, that’s one thing, but what if you just don’t appreciate the way they offer their product? Or you have a strong negative personal opinion on one of their products or services?
As Bob already pointed out – and as research backs up (I’ll look for the source) – when we speak negatively of someone else, that characteristic is actually attributed to us. I feel like I am much better off to not say anything unless it is a cut and dried case of swindling or injury.
Hi Beth, I totally agree with you that that is something we definitely need to be aware and conscious of. That’s why – as sort of a disclaimer – I wrote (in the 5th paragraph), “For the sake of this post, let’s assume you have in fact accurately described this person.” Indeed, sometimes we can feel so strongly about how business is done or the benefits of our own product that it skewers our opinion of someone else and/or what they sell. In the case where there is proof or evidence of such “yucky” behavior, this post is meant to provide some ideas. And, you and the other commentators have certainly been very helpful. Much thanks!
Hi Bob,
Perfect response!
Why get caught up in someone else’s karmic storm? Lending any negative energy to the situation by attempting to out someone, or talk down about them, helps you level yourself with these folks. Not a good idea.
Be so good at what you do, provide so much value, and make such strong connections, that you pay scam types no mind. Keep creating and eventually you reside on a creative plane, above most of the competition…..except for the other master creators like yourself 😉
Thanks for sharing your insight Bob. Enjoy your weekend!
RB
Ryan, thank you for your always kind and wisdom-filled response, my friend. Greatly appreciated!
What about suggesting _another_ competitor whom we respect? As in: “You might want to check out the XYZ Company first. I’ve heard they’re really reliable.” Short-term, you may lose the client to XYZ; long term, your reputation for customer care climbs to the top.
Hi Jim, thank you. When appropriate to refer a potential customer to someone else because you are not the right one to service their particular want or need, that’s a great idea (though you might not want to use the word, “first.” The very act of the suggestion makes the point without implying negative). The only challenge I would have to your suggestion is that you certainly don’t want to suggest away a prospect that IS a legitimate prospect for you that you could provide great value to yourself. Just some thoughts, of course. I appreciate your joining the conversation!
I have worked with contractors who were top notch and were up against some pretty big scammers after storms. I told them to make sure their information was correct on the Secretary of State’s business site, their licenses were up-to-date, and they had proof of insurance.
When someone talked to them about doing work, they said: “We can give you a free estimate, three references, and show you how to verify our business information and insurance coverage.” They had a little handout to give them telling them how to verify this information. [This also gave them the means to check on the scammers, too!] Quite a few went no further than their shop. Customers want to know who they are dealing with and this seemed like the business wanted you to know it was an open book. It helped with the “know, like and trust” factor — in person instead of online.
Thank you Jan, that is awesome advice. Talk about being pro-active and open, that is terrific!!
Great convo about this subject.
I have this information offered from time to time especially when people are “hobbyist” when it comes to home based businesses. They may know quite a bit about several leaders, product lines, etc.
My specific intent is to discuss them, not who they may have worked with. When they mention someone who may be “iffy” I continue to ask questions concerning their involvement, what they liked, edify their accomplishments & keep the focus on them. A great friend, author, mentor, always says people will never stop you when you let them talk about themselves right? 🙂
What I have found is once they get in the environment of truth & integrity, surrounded by people with character based principles, they will be enlightened on whether or not past business associates were legit. I haven’t passed judgement & am not judged!
As always….. I appreciate you Bob!!
Blessings,
g
Thank you, Geneva. Great wisdom from you, as always!