Whether you are a career counselor or are searching for a career counselor to help you improve your performance, you should always keep in mind that beating established competitors is one of the most important challenges in business. Any career counselor should be comfortable taking a client through the process of besting competitors whose name brands are known.
Many customers have developed brand loyalty to companies that have served them well in the past—and that is as it should be—but when you have a competitive business, you must know how to show them that you out to be their new brand, and that you offer much more. Career counselors should tell clients to follow this process:
- First, use a presentation opportunity to associate your product with the competitions. Group yourself with them and show how well they work together.
- Next, suggest a business problem that your product can solve, making sure to emphasize an exclusive feature that the competition doesn’t provide.
- Be sure to make comments detailing how much you respect the competitor’s product, meanwhile making it clear that your product is on that same level but offers additional features.