“Look at what the competitors are doing, do these things better and you’ll win the #1 spot”

That’s the strategy that many companies have when they start competing. They get a list of 20 competitors, draw a marketing comparison chart and work on every point to be better at it. Heck, why not even place this beautiful comparison chart on our website to show the prospective customers how we stand out.

“Our competitors offer a 300ft radio gadget, and we offer 350. Competitors offer 40 day money back policy, we’ll do 60. Pick us!”

Here is the problem.

Consumers do not draw these comparison charts and pick the one who has slightly better numbers. No … don’t get me wrong, they do compare but they don’t necessarily pick the better numbers. Instead they choose to do business with a company that made them feel better. They compare emotion.

Example of a company:

1) Has a unique story / proposition (Memorable company) EXAMPLE: We started this company after grandparent died and it was his dream to be the best in an industry that burned many people…….) Something that your prospect can remember your company by.

2) Makes us feel comfortable in doing business with them

3) Provides safety and assurance in the transaction

Just look at the big businesses. Most of the time a smaller guy will give you more “benefits” if you do the comparison, so why do the big companies get more business? No it’s not just because they have more money for advertising. It’s because they advertise the “STORY”.

What they do is, they find their prospects’ hot buttons and they push them, whether it’s emotion, rush, comfort, perception, experience, etc.

Problem with #2, 3, 4, 5… guys in the industry is that they try to find “rational” and push that. Wrong move!

Your prospect can see all the comparison charts you have and then their neighbor will recommend another company. Guess what … most of the time they’ll go with the neighbor’s suggestion. People will call your company and only remember how they felt at the end of the conversation with your sales people.

How did your sales people made a prospect feel after they hung up the phone. Did they enjoy the conversation, were the questions answered and more?

At the end people sit and tell their friends … “I chose this company because they were very nice and it was pleasant to speak to them and they are smart guys, they’ve been in business for a long time, they understood my situation…etc.

When was the last time someone sat with their friends and said … Look at this comparison chart …. this is why I picked them” ?