The Story: Business Copy Center is an expanding copy/print/Web design/supplies store in Santa Rosa. After attending a Sales Foundry seminar about gaining a competitive advantage, the staff built a detailed profile of their biggest competitor, FedEx Kinko. They actually called them, visited them, checked their online presence and spoke with their employees. Owner Virginie Dorn says, "We did not even hide the fact we were from Business Copy Center. We were completely transparent."
The analysis helped BCC identify their strengths and weaknesses. "It was clear what our advantages were and how we should focus on them to increase our sales." said Virginie. "For instance, we started to mention our same day turnaround service during customer interactions. It was a surprise to find out that many clients did not know we could offer business cards within two hours. We assumed they all knew it."
The Take Away: Recognizing a competitive advantage made Business Copy Center the printer of choice for their customer's last minute jobs. All they had to do was observe their competition and inform their customers.
The Challenge: What competitive advantages do you have over your top competitors? What are you doing to make sure your customers know about it?
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