In every industry, businesses will come across aggressive competitors who approach their sales and marketing with a forceful tone to conversion.
Features of an aggressive approach include –
- Frequent cold calling
- Continued persistence after being told NO!
- Constant bombardment of follow-up during sales process
- Bad mouthing competition
- Exaggeration of product or service
There is a fine line with regards to how aggressive you should be with your approach.
Too little and you may fail to land the necessary authority in order to come across as legitimate, trustworthy and with self-belief in your own product.
However, enforcing too much aggression and you run the risk of intimidation and pushing people away from wanting to do business with you.
At the same time, gaining a negative reputation which will resonate across the industry and may tarnish your brand longer-term.
The key is to be assertive without aggression, and also tactical whilst displaying a level of respect.
If you have experienced an aggressive competitor who might be using direct, manipulative and possibly bordering on unethical techniques, then here are some ways which you can look to deal with and reflect this –
The power of SEO – search engine optimisation, can be a key tool in taking advantage of your competitors’ aggressive business mentality.
Though they may well be succeeding with short-term sales with their constant outbound outreach and relentlessly annoying follow-up, it is likely that customers who have experienced their service and sales cycle, may be unwilling to co-operate for further contracts or business.
Therefore, it is your opportunity to benefit by capitalizing on the churn or lost business of your aggressive competition.
An example way of this developing is by ranking organic pages titled –
- ***Insert competitor name*** alternative
- Alternatives to ***Insert competitor name***
Here is an example – and you now have a hub for sourcing the business of your aggressive and over-eager competition.
You are punishing them for their business culture and now there is a specific, detailed platform for you to begin to outline the differences in your approach.
Do Not Stoop To Their Levels
Though it might be tempting at some stages to go for the aggressive approach yourselves in order to qualify a handful of quick wins, in the end, it will be far more effective to remain true to your own business morals.
Operating with the correct principles and continue to create a positive buzz and brand experience.
Being unique in your own style will stand for a lot more value and will be the most beneficial way of doing business.
It will ensure that your company is perceived with a positive stigma attachment, creating strong public relations.
Have Belief in Your Own Product or Service
Having a genuine belief in your own product or service will mean that you do not need to be overly-aggressive in order to entice sales.
It possesses you with the confidence to leave a pending decision in their hands with all relevant information properly and clearly communicated.
Meanwhile, you are building a mutually beneficial relationship going forward.
Of course, it is important to follow-up in any sales process, but the manner and intensity in which you do will reflect the desperation of your business to make a sale.
For example trying to schedule arranged follow-ups at convenient times for the prospect, opposed to dropping in and interrogating when uninvited to do so.
Ultimately, you must believe in your product but also believe in your approach.
Knowing that you are acting as a moral company, providing a quality and professional service.
If you are operating professionally and ethically in all areas of your business, there should be no need for an overly-aggressive approach as you quality will speak for itself.