“Competitors are Our Friends — Clients Our Enemies”
Thus spoke James Randall President of ADM before some ADM officials got arrested for 24 months for violations of antitrust law.
U.S. v. Andreas, 216 F.3d 645 | Casetext Search + Citator
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Most of you see your competitors as the reason why you’re a brokie.
But let me tell you a little secret. Your competitors aren’t the reason why you’re broke.
In fact, thank the Lord that you have competitors, because that means a marketing infrastructure exists, which you can leverage for your own growth.
The biggest reason why you’re a brokie is INERTIA.
Customers can’t be F*cked to buy, either from you or from your competitors.
What did Gary Halbert always say… give me a list of buyers who bought the exact same kinda thing as I’m trying to sell, right?
Because if someone buys from your competition… rest assured they’ll buy from you too sooner or later. It’s just a matter of time!
Recently one of my bigger competitors promoted us on their podcast. We got many good sales as a result. Amazing!
Because here’s the truth:
1. If your competitor does a shitty job, the client is more aware then ever of the problem, and is in the PERFECT place to try you out. Why not?!
2. If your competitor does a GREAT job, then the client has more money as a result, and therefore is more than happy to explore additional options — the grass is always greener on the other side, isn’t it?
Do you really think this big ecommerce brand of big hitters pulling in millions and doubling every other year will just work with your marketing agency forever?! LOL!
You can do the best job ever — they’ll still want to change you and get new creatives juices flowing.
So the truth is simple: bad job or good job, as long as they buy from your competitors, they will buy from you too. The biggest hurdle is getting them to buy from SOMEONE to begin with.
Therefore it’s not your competitors that are losing you sales. If you can partner with your direct competitors, you should do it. Exploit the same marketing infrastructure, and print cash.
Remember who your friends are!
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