Competition is essential in every industry as it provides clients with more alternatives and encourages innovation. While many of us would rather not always be competing, it’s a reality that we must accept and work with in a way that is healthy and respectful.
I was told early in my career by a salesperson that you should “never slam your competition”, and this has always stuck with me. Accordingly, I decided that I would never refer to another store in a derogatory manner to a customer when working on a sale. I was once in a shoe store where the salesperson bad-mouthed a neighbouring shoe store, and all it did was make me want to patronize the other store. Criticizing competitors in an effort to persuade our customers to shop with us diminishes the strength of our proposition.
We work very hard to create a unique shopping experience for our clients and to bring in good design at all different price points. On a number of occasions we have had local competitors come to our store to do research, and it can be uncomfortable; some of them actually bring note pads and pens. We have confidence in our buying decisions, and do not look to our local competitors to help us determine what we’re going to bring in. If I’m travelling in another city, I will sometimes use the opportunity to visit home furnishings stores to experience their store layout and product mix. In Halifax, though, I do not go into competitors’ stores as I don’t want to be influenced by what they have on display; we like to do our own thing.
We live in a small town, and home furnishings is a small industry, so I do sometimes hear stories from sales reps or customers about our competition; I don’t pass it along. I’ve had customers complain about experiences at other stores, and in some cases I have defended my competition. For example, it may be about product arriving late, but this can happen to all of us for a variety of reasons and I tell our clients this. It’s best to show understanding and to keep it positive.
In life we all have to compete; you just have to feel good about yourself while you’re doing it.
Submitted by Suzanne Saul, co-owner Attica Furnishings limited. www.attica.ca
in Halifax NS,: 1566 Barrington Street 902-423-2557.
In St. John’s, NL: 2 Freshwater Road 709-739-8382
