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| Hello to all out Active Licensees! I hope this message finds you all doing well and business is booming! |
| | I've enjoyed speaking with many of you over the past week and sorry I missed others. If I had to leave you a message, always feel free to email me questions and updates and I will work to respond. Everyone is at a different point in development, but I want to ensure everyone is moving forward and making progress. |
| | The important topic of conversation for today is competition - how do you handle new and existing competitors and what separates your business from the competition? |
| | First and foremost, it's important to understand you will always encounter competition, regardless of the type of industry or length of time you've been in business. So with that being said, there is NO reason for you to ever be deterred, distracted, or disillusioned by new or existing competition. It's simply "part of the process" and development - something you will overcome while improving and enhancing your service. |
| | Chances are very good when you solicit stores they are already using/referring an existing delivery provider. Again, do NOT be deterred by this. I can assure you, in operating in 5 states we regularly encounter local competition when working to penetrate a new market. Again, it's part of the process. So, some very important things to consider as follows: |
| - Focus on what separates you from the competition. More specifically, focus on offering same-day and/or delivery within 24 hours. This is HUGE! You will find the vast majority of your competition requires more lead time. They will schedule delivery in a few days or even weeks. Very few competitors have the capacity to provide same-day or delivery within 24 hours. Yes, there are some who do offer same-day, but they are a rarity. AND, don't forget - depending on the location and type of service, you have the ability to charge and make more money for providing expedited service.
- Play the long game. This is something we discussed at our seminar. Trust me, I know being patient is hard, especially when you're enthusiastic to get moving. But you always need to "play the long game" and understand that penetrating specific stores or areas can take time. Most people and businesses don't like change, they want comfort. You have no idea how many stores or facilities we solicit, they seem receptive, but they don't rush to call us. They are often comfortable with and used to their current provider. But without being obnoxious, we remain patient, yet, consistent in correspondence - stopping by periodically to say hello and see if there is anything we can do to be of assistance. In time, we ALWAYS experience "our break." Something will happen, the current provider fails to provide service or can't meet demand and it's at that moment when our door of opportunity opens and we don't only go through the door we break down the whole wall and work to supplant the existing provider to become the primary provider.
- Increase demand AND capacity. Even while you're waiting to get your "break" in a key store or facility you need to be working to solicit and penetrate additional stores and facilities AND adding new contractors to your arsenal. This is a key difference between you and your competition. As we discussed at the seminar, the mindset and vision of you and contractors is completely different. Contractors are typically independent operators who focus on how much work they can gather to put food on their table. They work on a 1:1 ratio while you're goal is to enlist many contractors - exponentially multiplying your capacity to 1:2, 1:4, 1:8, etc. The more contractors you have in your arsenal the more capacity you have.
- Turn enemies into allies. There have been many instances where previous "competitors" have come to work for us in our network. Why? Because we offer them more work and opportunity. In considering points 2 and 3, you have to keep things in perspective. Most "competitors" are simply independent operators working to put food on their table. But YOU personally are playing a much bigger game on a much larger stage. Contractors frequently see only what's in front of them while you see the entire landscape. Therefore, it's better to consider these contractors less as competitors and more as temporary obstacles. Remember, you're building a larger arsenal and broader market penetration as a broker. In time, you can offer contractors who previously served as competition to work for you in your network. I know this might make some of you feel uneasy as you read this, but in time, you will come to appreciate this strategy. Consider, such contractors already have box trucks, equipment, and experience. You're just giving them more opportunity and, if they're smart, they'll take advantage.
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| Again, I cannot stress to you enough, do NOT be deterred, distracted, or disillusioned by existing competition when soliciting a new store or facility. Competition is to be expected. This is one more example why we sought to partner with experienced entrepreneurs - because you're used to facing, overcoming, and even improving your service as a result of competition. |
| | Be persistent, don't overthink or complicate the process. Move methodically forward sowing seeds of success each and every day. |
| | Do not hesitate to contact my office and definitely stay in touch with your assigned Regional Director. All of my RDs are awesome. They're all key assets in my broker business in addition to being instrumental in your training. Always remember to be respectful of their time and effort. Remember, my RDs are business owners too AND they literally work to MAKE me money! We assign them lots of WOs each and every day so they're managing their own crews in addition to working with each of you. So always be respectful of their time and effort. |
| | I look forward to continuing to hear of your success! |
| See you at the Top!
Joel E. Davis
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