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Here's what I believe...

by ewenmack
2 replies
I believe there is plenty of opportunity in big markets where there are lots of competitors.

There will always be the unhappy, the new and the sophisticated who want
the slight edge.

When you think of those three groups, you get clear on crafting the right message
for one of them.

Best,
Ewen
  • Profile picture of the author Rearden
    My day job is working for a uniform service company.

    Can you not think of a more vanilla commodity like uniforms?

    All you have to do is clean 'em and drop 'em off, right?

    Oh, no; if it was ever that simple.

    There are probably 6 major competitors in my territory, providing a service that's pitched 95% the same way as mine.

    The reason people quit uniform service programs is because of a *lack* of service, as Ewen referenced.

    Uniforms coming back dirty... uniforms smelling... uniforms NOT coming back at all... pricing become so egregiously high, that the customer loses trust in the vendor...

    It's quite competitive, and if you have a customer that is dealing with ALL of this... you have a great prospect.
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    • Profile picture of the author ewenmack
      My core business is supplying receipt paper...
      another "commodity".

      Last week for the first time,
      had a customer come to me to see if I would lower the price
      because she was offered a lower price.

      I warned her about China and Indonesia paper has dust which wears out the electronic machines.

      Ours being NZ made doesn't have dust residue.

      That was one way to stave off the competitor.

      I was in the seemingly overcrowded lawn mowing business for 11 years.

      "Best service and lowest prices" were the screaming ads.

      I cherry picked the best in the market because I catered to those that were fussy
      and didn't stand for shoddy service.

      And there were plenty who suffered from poor service.

      The low priced guys ran themselves and machines into the ground
      because they were focused on how many they did in a day.

      I had the highest charge rates
      and the lowest turnover of clients.

      Those then became the most valuable businesses which I sold off.

      Again, going in new to a crowded market.

      Best,
      Ewen
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