Competitive Advantage Coaching
Start your business growth journey with a FREE initial Strategy consult.
We help businesses become more successful; by helping them stand out from the crowd.
Today’s digital environment is very noisy!
A Competitive Analysis is the start of finding out “where and how” to position your brand in order to sell more – more often.
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The right place to start with any type of coaching, is to have a good understanding of the current state and how you got there. From there, we find it is most helpful to do a business health check, market research and competitor landscape analysis, to determine where the gaps are in your business and the market.
We help you to understand how to get that edge over your competition. The analysis pieces help us to understand these finer points:
The difficult thing is to put it all together, to achieve better sales results for less marketing spend… that’s the bit that we specialise in!
There are a few simple things that most companies neglect to attention in their marketing strategy. These make for viable competitive advantages to develop right now.
Online Competitive Advantage
A good online presence is a smart way to get ahead! The number of companies who neglect this, as a competitive advantage strategy is ridiculous!
We’ve written a number of articles, because it is so important to focus on – “getting noticed online”.
The notable articles are:
The funny thing (weird – not Ha Ha) is that it is super easy in most industries to dominate the competition these days… because hardly anyone is paying attention to their online presence and reputation.
There are companies paying attention and they are winning big time!
To be able to compete with those companies who have been optimising their websites for years to make sure they are ahead of the competition – is very expensive now… as they have a very BIG head start!
Positioning your Brand in the right places in order to get noticed by more of your potential customers is essential. Online, and in particular google, is the place to focus as it is such a major part of most industries. As mentioned above, now is the time!
Search engine optimisation will actually give your company an online competitive advantage.
Why is this the case?
You’re just trying to sell us services!
Fortunately for you, a lot of companies do not do SEO and therefore, there are a lot of industries that are “wide open” online!
Competitive Advantage Theory
We tend to follow the Michael Porter “Sustainable Competitive Advantage” model. The main principle is that there are a few core strategies that all the rest follow generally.
Three main competitiveness strategies:
The Cost leadership strategy:
Companies who follow this strategy provide reasonable value at a lower price. They do this by continuously improving operational efficiency and take advantage of their bulk buying power. Some also take advantage of unskilled labor surpluses. As these businesses grow, they can benefit from economies of scale . Kmart and Bunnings are good examples of cost leadership. Higher minimum wage laws threaten their advantage.
The Differentiation strategy:
Companies deliver better benefits than anyone else by harnessing this strategy. A firm can achieve differentiation by providing a unique or high-quality product. Another method is to deliver it faster. A third is to market in a way that reaches customers in a more personal and meaningful way. Ie brand positioning
A company with a differentiation strategy can charge a premium price. That means it usually has a higher profit margin.
- Innovation means they meet the same needs in a new way. An excellent example of this is Apple. The iPod was innovative because it allowed users to play whatever music they wanted, in any order.
- Quality is when a firm provides the best product or service. Tiffany’s can charge more because patrons see it as far superior to other jewellery stores.
- Customer service means going out of the way to delight shoppers. Nordstrom’s was the first to allow returns with no questions asked.
The Focus strategy:
Company’s leaders understand and service their target market better than anyone else. They either use cost leadership or differentiation to do that.
The key to a successful focus strategy is to choose a very specific target market. Often it’s a tiny niche that larger companies don’t serve.
For example, community banks use a focus strategy to gain sustainable competitive advantage. They target local small businesses or high net worth individuals. Their target audience enjoys the personal touch that big banks may not be able to give.
Customers are willing to pay a little more in fees for this service. These banks are using a differentiation form of the focus strategy.
Branding is one thing…
…is what makes them see it!
Our role is to work alongside your team to enhance or completely change the perception of your brand in the minds of your target market… to help you sell more – more often.
Literally to anchor your brand into a specific term, meaning or feeling is the goal when we start on the journey of brand positioning… after the competitive analysis.
Positioning your brand is just as important as the branding – having both working as well as each other is the ultimate package.
The Dictionary says
Competitive Advantage is, “a condition or circumstance that puts a company in a favourable or superior business position.Also, “expansion is vital to maintaining a competitive advantage”
Brand Positioning is a key way to obtain and maintain your competitive advantage!
The Dictionary says
Brand Positioning is “an organised system for finding a window into the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”
The relevance of your brand in the mind of the potential customers and also distinctiveness of your brand amongst the competitive landscape in your industry – are what makes a brand positioning strategy effective and therefore maximises your brands value.
Establishing the connection between your unique solution and being the best supplier for your target market – is what we do. Your brand becomes the solution to their problem.
A large percentage of companies do not place enough emphasis on positioning their brand in the right niche and locations, be that physical or digital. We help to connect the dots in order to sell more – more often.
Good branding can literally change – how good something seems
Technology is a large part of how we help to position your brand effectively. Digital platforms and software has bridged the gap between the consumer and the vendor in almost everything apart from being able to physically reach out and touch them.
Research, planning and a good strategy are the start, followed by a great process and structure for getting your brand’s unique identity established in the minds of your target market.
We are able to deliver amazing results through the way that we systematically implement the strategy to deliver the positioning of your brand as the most attractive solution for your target markets problem.
The ‘how to” is our specialty. We make business growth simplified for you!
Matthew Benn, The Managing Partner
Save thousands of dollars each week by
effectively marketing your brand.
Start Today – See Results
See your results Growing
Realise the potential of your brand
Create A Hype in the market
Dominate your competition…
because you have a distinct
…stand out with yours
Your position in the market needs to be well presented and identifiable.
Branding gives you the identifiable mark and meaning, but does not give you the position that you require to attract your potential customers.
Online Reputation is something a lot of businesses forget about… but is VERY important.
95% of people search on Google as a first port of call for researching their intended purchase.
Differentiating your solution can be tough, and if your online presence is not well managed this can hurt your chances of using the most powerful marketing platforms effectively.
Start getting the results you want…
- Analysis of the market and your Business
- Research the options for your unique identity
- Planning the right messaging of your Unique Selling Points
- Marketing Strategy for getting the message out to your potential customers
- Channels for promotion
- Content alignment with all your channels
- Content syndication for making sure the coverage is maximised in the right locations for your target market.
Competitive Advantage Analysis
The difficult thing is to put it all together to achieve better sales results for less marketing spend… that’s the bit that we specialise in!
Return on investment
Price shouldn’t be a consideration… when the results are so outrageously good.
However we understand that everyone has a limited budget – whatever that budget might be.
We’ve developed great systems – which simply work effectively!
From alright => to
amazing amounts of
customers lining up!
Q & A
Are you sure can help me?
We are never 100% sure of the results we will achieve with your business.
We have achieved amazing results with other companies:
1. 10 x the amount of calls per week… resulting in an extra $3000 p/week income from a $1,650 promotion Ad spend (Services to write the material were additional).
2. 50 additional calls p/week… resulting in an extra $5,000 per week income from a $1,500 Ad spend (Services to write the campaign were additional).
3. Closed more capital machinery sales p/month (from 1 -> 3 ) because potential customers where familiar with the company and the products before the sales people saw them the first time. Meaning the customers accepted the company as a reputable vendor in the industry and therefore where accepted straight into the Engagement stage of the buying cycle if they were ready to purchase… resulting in revenue Doubling in 12 months. An extra $40,000 per month income from a $80,00 total Ad. spend.
4. Boosted sales pipeline from a one year into the future $5M pipeline to a $100M + 5 year into the future pipeline… with a very modest budget.
Sticking to the methodology we use and teach… you will see great results.
Is there a money back guarantee?
Simple answer = No.
We can promise you that we will put in a 100% effort to maximise value from your marketing or growth budget. It is also up to you to engage with us so that we can develop the best competitive advantages for achieving the best results possible.
How do we improve a brand's position?
We make sure we analyse the market and your business properly – there are no shortcuts. Shortcuts kill any potential for success of any competitive advantage or brand positioning efforts.
Normally businesses have a position in the market. Online reputation management is a part of the upward positioning journey. The journey must be one of increasing the value perception in the minds of your target market.
Before we start – we make sure we fully understand:
- what your business brings to the market (unique differentiator)
- who are, how and where the potential customers reach out to learn and engage with the type of product or service that you provide.
- why people would pick your brand out of the crowd
- when is the best time to launch the brand positioning promotional strategy
How much time does it take to get results?
We have seen results within a week of launch, but there is the research, analysis and planning pieces that need to be completed before any tests are launched – which can take some time.
However there is a lot of complexity in competitive landscaping and then positioning your brand effectively with the competitive advantages that we’ve found. We recommend an initial 6 month period of engagement – which is used for continuous testing and measuring the results of the project that we are engaged to complete, by our customers.
The time taken to see results with any new development varies for different businesses, markets and products. It is also heavily dependant on what a business throws behind our efforts to help them from a time and money perspective…
We deliver insights and results… You deliver the profit.
Your Success Is Our Mission
We take our mission very seriously. Our methodology has already helped many businesses and saved hundreds of thousands of dollars in lost time and subsequent ineffective projects, sales and businesses.
Imagine what it would be like if you had a really edge in the market, which made it easy to sell. What if you could also have effective marketing – setting up a nice steady pipeline of warm and hot leads to work with…
The future is yours – seize it!
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So we can help your business be more efficient and effective!