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Existing Vendor as competitor

by James Pierson
15 replies
I called up a list of potential clients and found out that almost all of them have an existing vendor and they are not looking to switch from them right now.

The web designer who built their website was already doing basic SEO for them and so they did not want 'another' vendor/provider. But the designer was not doing a great job with the SEO. Almost all designer just say that they do SEO and the client does not know the difference between good and bad SEO and they turn to their existing provider for any advice.

Does not seem to be moving anywhere. Any advice on how to handle this or how you guys are handling this?
#competitor #existing #vendor
  • Profile picture of the author MichaelHiles
    In B2B services, existing vendors aren't your competitor.

    Really.

    They're not.

    Inertia is your competitor. Unwillingness to change. Change is risk, change can be expensive.

    When you understand what your real competitor is, you can construct a compelling marketing presentation.

    "My SEO services are better than that guy's SEO services" isn't a compelling marketing presentation. Sorry.
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    • Profile picture of the author James Pierson
      Originally Posted by MichaelHiles View Post

      In B2B services, existing vendors aren't your competitor.

      Really.

      They're not.

      Inertia is your competitor. Unwillingness to change. Change is risk, change can be expensive.

      When you understand what your real competitor is, you can construct a compelling marketing presentation.
      Exactly. They are just not willing to switch since they feel comfortable leaving it the way it is. I guess their attitude is, "If it's not broken, don't try to fix it".

      When they are uncertain about this, they seek 'expert' opinion on this with someone they have been working with for a long time and trust, their 'website guy'. I don't have to tell you what happens next.


      "My SEO services are better than that guy's SEO services" isn't a compelling marketing presentation. Sorry.
      Then what do you suggest?
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      • Profile picture of the author MichaelHiles
        Originally Posted by James Pierson View Post

        Exactly. They are just not willing to switch since they feel comfortable leaving it the way it is. I guess their attitude is, "If it's not broken, don't try to fix it".

        When they are uncertain about this, they seek 'expert' opinion on this with someone they have been working with for a long time and trust, their 'website guy'. I don't have to tell you what happens next.




        Then what do you suggest?
        Major, multi-billion dollar B2B companies are experiencing the same shift right now, and trying to come up with a solution to the same problem.

        First and foremost, you have to understand the buying process in the context of a B2B situation.

        It's not an "emotional sale" as pushed by so many internet marketers or copywriters in a B2C setting. Businesses are purely ROI driven animals, and usually in all but the smallest of sizes, involve multiple "stakeholders" in the decision to purchase just about anything and everything.

        In almost every business setting, the decision process sort of goes like this...

        Status Quo > Priority Shift > Research > Evaluate Options > Step Back > Validation > Choice

        Right now you're at Status Quo trying to induce a Priority Shift.

        This can be a very short process, but in most business settings (unlike the gospel that gets touted in most of this forum) the process is longer and involves multiple decisionmakers across an evolutionary timeframe.

        In the old era of selling (pre-internet), the sales rep was the catalyst to shift the Status Quo to the Priority Shift. Educating the customer created the understanding of the problem/need, and gave the motivation to start the process of change (buying a solution).

        Now, that education process is largely self-guided with so much information being available to a prospect via Google.

        So... we must first understand that buying process, and then construct a parallel marketing and selling process that helps add value, and move the prospect.

        Educate them. Constantly. Develop education tools and a systematic approach to measuring the phase where the prospect is at in their own decision process.

        White papers, case studies, webinars, teleseminars, etc... move them from status quo to priority shift by developing marketing stories for each constituent in the process... one for the owner, one for the sales manager, one for the financial guy, etc...

        This has to be done for each stage, because the intent changes... once they recognize a need, they'll start looking for options... so you have to define the context of the conversation and help them evaluate you against the competition.

        Think in terms of Tony Hseih's discussion in his book about Zappos... where his customer service team actually looks up competitors for a customer looking for a shoe that they don't have in stock, and gives that customer the information to go buy from the other guys.

        Then, keep sending the information... multiple touches... develop the reputation, develop the relationship, develop the customer.

        I wish it were more simple, but it's not. And there are few, if any, alternatives.
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        • Profile picture of the author Digital Traffic
          This is one of those posts, one of his many great posts, that you print out and place by your computer.

          Then, when you don't feel things are going according to plan, read and re-read again.


          Originally Posted by MichaelHiles View Post

          Major, multi-billion dollar B2B companies are experiencing the same shift right now, and trying to come up with a solution to the same problem.

          First and foremost, you have to understand the buying process in the context of a B2B situation.

          It's not an "emotional sale" as pushed by so many internet marketers or copywriters in a B2C setting. Businesses are purely ROI driven animals, and usually in all but the smallest of sizes, involve multiple "stakeholders" in the decision to purchase just about anything and everything.

          In almost every business setting, the decision process sort of goes like this...

          Status Quo > Priority Shift > Research > Evaluate Options > Step Back > Validation > Choice

          Right now you're at Status Quo trying to induce a Priority Shift.

          This can be a very short process, but in most business settings (unlike the gospel that gets touted in most of this forum) the process is longer and involves multiple decisionmakers across an evolutionary timeframe.

          In the old era of selling (pre-internet), the sales rep was the catalyst to shift the Status Quo to the Priority Shift. Educating the customer created the understanding of the problem/need, and gave the motivation to start the process of change (buying a solution).

          Now, that education process is largely self-guided with so much information being available to a prospect via Google.

          So... we must first understand that buying process, and then construct a parallel marketing and selling process that helps add value, and move the prospect.

          Educate them. Constantly. Develop education tools and a systematic approach to measuring the phase where the prospect is at in their own decision process.

          White papers, case studies, webinars, teleseminars, etc... move them from status quo to priority shift by developing marketing stories for each constituent in the process... one for the owner, one for the sales manager, one for the financial guy, etc...

          This has to be done for each stage, because the intent changes... once they recognize a need, they'll start looking for options... so you have to define the context of the conversation and help them evaluate you against the competition.

          Think in terms of Tony Hseih's discussion in his book about Zappos... where his customer service team actually looks up competitors for a customer looking for a shoe that they don't have in stock, and gives that customer the information to go buy from the other guys.

          Then, keep sending the information... multiple touches... develop the reputation, develop the relationship, develop the customer.

          I wish it were more simple, but it's not. And there are few, if any, alternatives.
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          • Profile picture of the author James Pierson
            Originally Posted by Digital Traffic View Post

            This is one of those posts, one of his many great posts, that you print out and place by your computer.

            Then, when you don't feel things are going according to plan, read and re-read again.

            Yep. The problem and the solution were really well explained. It is one of the best posts in the offline section. It should be required reading for everyone.
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            • Profile picture of the author JimmyD
              The success or not of the current web designer/seo is measurable, certainly from a theoretical point of view. Check out their obvious main keywords and see where they rank. Check what sort of searches those KWs get and give the client an idea of how many visitors he/she would be getting for 1,2,3 etc position in the SERPS.
              Then ask them how satisfied they are.
              This could well initiate the "priority shift" and the first part of the education the Michael is referrring to.
              Cheers
              JD
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  • Profile picture of the author James Pierson
    Originally Posted by jodib View Post

    You say the designer is not doing a good job SEO wise. Why not offer them a free analysis no matter what they say.

    Have you got any examples of work you have done? If you show them success I am sure they will take a look, in fact I know they will because nobody wants to be left out...

    Are they nearby, could you pop in and have a brief chat with them?

    Unfortunately, they are not nearby. So, this has to be done over the phone or email.

    Do you think they would prefer the other designer just because they are nearby?
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  • Profile picture of the author James Pierson
    Wow. Thanks a ton. It's a long and difficult process. But like you said, there are few alternatives.
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  • Profile picture of the author MichaelHiles
    Indeed. You'll find very few people on Warrior Forum who understand this dynamic, rather promoting things like walking into the store for a cold call and trying to push a one-call close a la 1951 Joe Girardi style.
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    • Profile picture of the author James Pierson
      Originally Posted by MichaelHiles View Post

      Indeed. You'll find very few people on Warrior Forum who understand this dynamic, rather promoting things like walking into the store for a cold call and trying to push a one-call close a la 1951 Joe Girardi style.

      Exactly. I've been going through the forum and reading about those methods of getting business and thought...that's not the way to build a business. It is a way to make money (short term), but you cannot build a real sustainable long term business out of that.
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  • Profile picture of the author Kyle Kasterson
    I like the whole idea behind how to attract local businesses who already have services.

    Something you might want to look at, do your best to get a client there then ask them to give you a referral. Business to Business to You.

    Worked many a time for me, might just be worth trying out.
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  • Profile picture of the author MusclecarJ
    Originally Posted by James Pierson View Post

    I called up a list of potential clients and found out that almost all of them have an existing vendor and they are not looking to switch from them right now.

    The web designer who built their website was already doing basic SEO for them and so they did not want 'another' vendor/provider. But the designer was not doing a great job with the SEO. Almost all designer just say that they do SEO and the client does not know the difference between good and bad SEO and they turn to their existing provider for any advice.

    Does not seem to be moving anywhere. Any advice on how to handle this or how you guys are handling this?

    hook a couple clients with free.. do a bit of free work show them the results and then charge them. Do something like a 30 day trial..if they like the results then they buy your services. Essentially it is working for free to start but it could help you build a nice book of business. You are using your time as a lost leader to hook clients and then get revenue out of them. I would test it with a couple clients see if it works. Just make sure you negotiate a price for after the 30 days..before you do any work.
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