Today I want to talk about something I’d say 99.9% of schools/gyms/clubs I consult for do, and view, completely wrong – and it HURTS them.
I’m talking about competition. I’m talking about like-minded studios that either teach the same or similar things as you, or that are after the same clients.
I know many view competition as healthy, but let me tell you something…. competition is for amateurs.
Professionals DOMINATE while the amateurs compete.
Professionals are miles ahead dancing with thousands of clients, while amateurs fight over the bottom dozen that are left.
Professionals think in abundance, while amateurs think in terms of scarcity.
Listen, there is NOT a shortage of clients. There’s an ABUNDANCE of clients and prospects everywhere, and it’s your job as an entrepreneur to go out and find them. Let me tell you something profound here… Are you ready? Your biggest challenge, your biggest obstacle to overcome is not other studios, it’s laziness. For every client that decides to join a competing studio, there are 100 that decided they aren’t even getting off the couch.
Fighting for that one client who chose ABC studio over yours is leaving 100 others ripe for the picking to the pro’s in the industry.
Don’t focus on competing, instead focus 100% of your efforts on targeting your market and hitting them everything you’ve got. If you spend your day busting your ass and making sure that every single prospect knows your name, what you do and how you can help, you’ll be in a FAR better place – and the “competition” won’t even know what hit them.
One more thing…
Competing, and making your competition public or obvious, looks cheap.
There’s a local BJJ studio in my area that’s always rivaling with another BJJ studio and it makes me laugh. One will post that they’re the best on their Facebook, and within 5 minutes, the other will post that in fact they are truly the better. In fact the other day I saw them asking people to share their Facebook fan page so they can beat their rivals. Yes, they literally said that. I mean, what are they 12?!
The funny thing is that our client base is about 6 times the size of theirs, and we never ONCE even hinted that we were competing with them, or have a need to. Not only that, but we never once claimed to be the best either. But, here’s the kicker, the best don’t need to say it. Others just know we are.
The way I see it is simple, if you need to verbalize you’re the best, you probably aren’t. Actions are all that matter, and others know and feel who’s truly the pro, regardless of what is said by the owners themselves.
So, the next time you’re feeling threatened by another studio or feeling the need to really compete directly with another business, remember that your biggest opportunities lie in the masses, so go after them with relentless pursuit and you’ll be all set.
Oh, and one more “perk”… When you go about your day with this attitude and passion, life gets better. When you stop feeling like you need to compete and that there’s an abundance of prospects everywhere, you open yourself up to greater opportunities and “luck” (preparation meeting opportunity) seems to flow your way.
Go out there and dominate.
To your success