Do not rubbish the competition

I don’t know about you, but one of the most annoying aspects of advertising on the TV and radio is when large companies disparage their opponent’s products, or say that so many of their products cost less than those sold by their competitors. I always think those are cheap shots in more ways than one. I always think it best to promote the positive, the quality of service that they offer rather than criticize the opposition.

When someone talks to me about another business in my area, and I happen to know about the business and the owner, I would never say anything derogatory, criticize their approach to their clients or comment on their marketing. It doesn’t matter whether I am talking to an existing client of mine, a prospect, or someone I have met when networking. Being respectful of other businesses in important. I might even recommend one if their service would be more suitable than mine for the client.

I do not really think I have competitors anyway. I have colleagues and indeed in my business as a tax practitioner it is often useful to talk thorny client problems over with a sympathetic ear and get another perspective.

My approach to marketing is always to emphasis the quality of my service, and avoid any criticism of another firm. What do you think?

© Jon Stow 2010