\u201cCapture\u201d your competitors\u2019 customers to compete with them? Of course, no problem, many businesses still dream of doing so. Guy Kawasaki, author of the book \u201cHow to Drive Your Competitors Crazy?\u201d gave an example of a \u201cvirtual\u201d move by a pizza company in Colorado (USA). When deciding to conquer a new market in other states, this company announced that any customer who cut out two advertisements of other pizza companies from the phone book would receive a free pizza. Within a few days, most of the phone books lost countless advertising pages. And fans of free pizza had the opportunity to get to know the \u201cstranger\u201d from Colorado. Thus, killing two birds with one stone, this company not only \u201celiminated\u201d the advertisement of its competitors but also found a potential customer base.<\/p>\n\n\n\n
There is also a tactic that many businesses often use to \u201csteal\u201d customers: moving to the old office of a competitor. A dental clinic decided to rent the old office of a stronger competitor who had just moved to another location. Of course, the old phone number of this competitor was still kept in the yellow pages or phone lookup service center. The \u201cnew soldier\u201d did not need to change the service advertising sign in front of the building. And so, many customers of the \u201cold owner\u201d when coming to get dental treatment still did not notice the difference between the old owner and the new owner.<\/p>\n\n\n\n
\u201cThere are no absolutely loyal customers, no eternal motivations, no eternal love \u2013 said a consultant \u2013 And therefore, any customer of my competitor can become my potential customer\u201d.<\/p>\n\n\n\n
There are three ways to \u201ccapture\u201d your competitor\u2019s customers. The first way \u2013 the most insolent way: collect the spoils of war right on the opponent\u2019s battlefield. The second way \u2013 contact customers directly and flirt, pulling them into an \u201caffair\u201d. The last method \u2013 the most vulgar: \u201ccapture\u201d your competitor\u2019s employees to \u201cfish\u201d for the customers they attract.<\/p>\n\n\n\n
\u201cCatch\u201d your opponent's customers right on the spot<\/strong><\/p>\n\n\n\n In general, everyone knows that customers are valuable assets of any company regardless of whether the company will sell him airplanes or dog food. But this source of customers is not always abundant. In the era of fierce competition, businesses must always find ways to conquer new customers, especially customers from competitors. They launch the most attractive tricks: cheap prices, good service, convenient locations, gifts... This is applied by many businesses to attract new customers, however, it can also have a negative impact on the reputation and prestige of the company.<\/p>\n\n\n\n For example, one fine day, at a bank branch, many \u201cstrangers\u201d suddenly appeared, holding flyers and smiling, greeting customers. It turned out that these were \u201cwarriors\u201d from another bank who wanted to \u201ccapture prisoners\u201d right on the \u201cenemy\u2019s\u201d battlefield.<\/p>\n\n\n\n Experts say that this trick is quite popular and is often applied by retailers. For example, next to a supermarket, customers can see a huge billboard of this supermarket's competitor. The owner of the billboard wants to "hit" the subconscious of the competitor's customers with impressive images with the goal of attracting as many customers as possible to his supermarket.<\/p>\n\n\n\n In America, casinos are always surrounded by colorful flashing billboards of other casinos. Simply because when they lose and walk out of this \u201cunlucky\u201d casino, gamblers can see the names of other casinos right in front of their eyes. \u201cLet\u2019s try playing over there, maybe my luck will be good there too\u201d. So the goal is achieved, the desire of the \u201cconqueror\u201d has become a reality.<\/p>\n\n\n\n Tips to "capture" your competitors' customers<\/p>\n\n\n\n Competitor analysis<\/p>\n\n\n\n Market Analysis<\/p>\n\n\n\n Analyze your resources<\/p>\n\n\n\n Flirting and seducing customers into "adultery" <\/strong><\/p>\n\n\n\n Direct contact with a competitor\u2019s client is a common tactic: by phone, by mail, or in a meeting. One insurance company lost a client when a competitor attacked. The competitor learned that the client\u2019s current policy with the insurance company was about to expire, and so a carefully planned \u201cattack\u201d campaign was launched. Small holiday gifts and deliberate lunches paid off. <\/p>\n\n\n\n In the field of telecommunications services, businesses also have many tricks. Viettel, with its massive promotion campaign, has gained countless customers who intended to "stick with" Vinaphone or Mobiphone. There was a time when Viettel appeared continuously in the press with a dizzying increase in the number of customers. However, along with the growth in revenue and customers, there were complaints from customers: weak signal, inadequate service...<\/p>\n\n\n\n There is also an interesting case where a Swiss advertising agency successfully \u201chunted\u201d a big client \u2013 the giant McDonald\u2019s \u2013 with its creativity. The agency\u2019s advertising experts got the phone number and fax number of a McDonald\u2019s leader. They decided to put up a billboard on the route from the \u201ctarget\u201d\u2019s house to the company with the content \u201cWhy do you need to cooperate with us?\u201d When arriving at the office, this top manager saw the answer to that question right on his fax machine, and each answer was accompanied by very convincing arguments. McDonald\u2019s became a client of the advertising agency in this way.<\/p>\n\n\n\n \u201cCapture\u201d customers by \u201chunting\u201d employees of rival companies<\/strong><\/p>\n\n\n\n This is the most strongly condemned issue, but it is also the most widely applied by many businesses, and it reminds us of the story of \u201cspies\u201d in the manufacturing sector. One day, a beautiful \u201cspy\u201d from a rival company was planted in the staff of a certain company. After two months, the girl had all the information about the company\u2019s sales staff: what their salaries were, who was responsible for which customer segment, and the most important thing \u2013 who among them was dissatisfied and wanted to change jobs.<\/p>\n\n\n\n It wasn\u2019t hard for the girl to find her main \u201chunting target\u201d: a 32-year-old employee with 8 years of experience and a \u201chuge\u201d customer database who was looking to leave. So the girl launched a bombardment: dates, chats, sympathy for talented employees like him not receiving good treatment from the company, light lunches. \u201cOh, I know, company X is looking for someone just like you. High salary, guaranteed to be extremely attractive for you, bonus policy is equally attractive, and there are many other great things that I just told you about through acquaintances. You should try meeting them. The boss there is a friend of my brother. I\u2019ll schedule a date for you, just like our lunch, just take it easy, you should try meeting them and you\u2019ll know.\u201d That\u2019s it. The following week, the guy was at the new company with a more attractive position and salary. What he didn\u2019t know was that his price would be much higher if you consider that 70% the old company\u2019s revenue came from the majority of the clients he managed. Not only did the new company have an experienced employee, but it also \u201cstole\u201d a source of customers that they couldn\u2019t even dream of finding in the fastest way.<\/p>\n\n\n\n Last October, Citibank filed a lawsuit against its former employees in Singapore. These employees were responsible for taking care of wealthy VIP clients (private banking), and when they moved to UBS, they took their wealthy clients with them. It is unclear whether UBS was the ringleader of this scheme or not, but Citibank still decided to sue the three former employees. They asserted that, with the departure of these three employees, they lost 20 VIP clients, with a loss of 50 million Singapore dollars (32 million US dollars). According to experts, Citibank's lawsuit against its employees is also aimed at limiting the risks that may occur when employees defect to work for competitors and at the same time deterring employees who "plot" to cooperate with competitors (remember that the bonus that UBS offers to "deserters" from Citibank is 60% higher than the level Citibank pays).<\/p>\n\n\n\n All of this shows that while businesses may use price cuts, customer hunting, advertising wars or human resource wars to gain traction, these tactics can fail if the competitor has a strong brand in the marketplace. Therefore, the brand lesson is always new.<\/p>\n\n\n\n According to bwportal<\/strong><\/p>","protected":false},"excerpt":{"rendered":" \u201cB\u1eaft\u201d kh\u00e1ch h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7 \u0111\u1ec3 c\u1ea1nh tranh l\u1ea1i ch\u00ednh h\u1ecd? \u0110\u01b0\u01a1ng nhi\u00ean r\u1ed3i, c\u00f3 v\u1ea5n \u0111\u1ec1 g\u00ec \u0111\u00e2u, nhi\u1ec1u doanh nghi\u1ec7p v\u1eabn m\u01a1 \u01b0\u1edbc nh\u01b0 v\u1eady \u0111\u1ea5y th\u00f4i. Guy Kawasaki, t\u00e1c gi\u1ea3 cu\u1ed1n s\u00e1ch \u201cL\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ed1i th\u1ee7 c\u1ee7a b\u1ea1n \u0111i\u00ean \u0111\u1ea7u?\u201d \u0111\u00e3 \u0111\u01b0a ra m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 \u0111\u1ed9ng th\u00e1i […]<\/p>\n","protected":false},"author":3,"featured_media":965,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[40,41],"class_list":["post-99","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chien-luoc-kinh-doanh","tag-bi-quyet-thanh-cong","tag-chien-luoc-kinh-doanh"],"yoast_head":"\n