In my time at this company, I have learned six valuable lessons that I believe can help others in this industry navigate the competitive landscape while maintaining professionalism and integrity:
1. Focus on the features and benefits of your own product, rather than tearing down others. It's natural to want to set your product apart from others, but it's important to do so in a way that doesn't involve attacking the competition. Simply touting your own features and benefits and letting your product speak for itself can be much more effective than mudslinging.
2. Keep the conversation professional. In an effort to discredit their competitors, some SPD industry reps can get emotional and personal in their attacks. However, this is never productive and can actually turn off potential customers. Always keep the conversation professional by sticking to the facts and avoiding personal attacks.
3. Know your product inside and out. One of the reasons reps may resort to attacking competitors is because they don't know their own product well enough to market it effectively. By knowing your product inside and out, you'll be able to confidently tout its features and benefits without needing to tear down others.
4. Let your customers speak for themselves. Refrain from making broad generalizations about your customers' needs and preferences. Instead, let your customers' experiences and feedback speak for themselves. This can help build trust and credibility for your product without resorting to negative tactics.
5. Listen to your competitors. While it may be tempting to tune out the competition, it's important to stay abreast of what they're doing. This not only helps you stay relevant in the industry but can also provide valuable insight into areas where you can improve your own product.
6. Focus on growth, not just beating the competition. Ultimately, the goal of any company is to grow and succeed, and this should be the focus. Rather than solely trying to outdo your competitors, focus on growing your own business and providing the best possible product to your customers.
In conclusion, while the surge protection device industry may be notorious for its negative tactics, it's important to rise above this and focus on the positive. By letting your product speak for itself and maintaining professional and respectful relationships with your competitors, you can create a better overall environment and help your company succeed.