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How to Handle & Outsmart the Competition Your BTS Strategy ERIN KELLY. Sal’s 08 Visit to BTS Offices, Atlanta GA. BTS Offices, Atlanta GA. M. Best Practise – How to Handle & Outsmart the Competition. Objective - PowerPoint PPT Presentation
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How to Handle & Outsmart the Competition
Your BTS StrategyERIN KELLY
Sal’s 08 Visit to BTS Offices, Atlanta GA
BTS Offices, Atlanta GA
M. Best Practise – How to Handle & Outsmart the Competition 1. Objective
• To communicate the primary differences between Les Mills and BTS, and convince key decision makers to chose the superior product
2. Strategies
• Highlight key differences• Music• Regionalized support• Benefits of brand awareness• Regionalized training and event opportunities
• Don’t focus on why NOT to choose BTS, but instead why they SHOULD choose Les Mills (Don’t be negative about the competition)
• Communicate that is is NOT a point of differentiation to utilize BTS to compete with other Les Mills licensed facilities
• Take the opportunity to “over-service” the facility
3. Actions• It is essential to have a face to face with the decision makers
• This is something that the competition can often times NOT provide• Offer to provide a master class - seeing is believing• Be sure to address any concerns, hesitations, or misrepresentations around Les Mills• Utilize support materials to bolster our case
• “Why to chose Les Mills”• References and testimonials
4. Timing:• Be FIRST to create the relationship – beat the competition to the punch• Know the prospect's timeline of execution• Always be proactive and responsive
5. Target:• Anyone and everyone considering the competition!
M. Best Practise – How to Handle & Outsmart the Competition
6. Cost• Be prepared to match the price of our competitors• Master classes• Time and travel• Other possible incentives
• Free month(s) at time of start up• Initial training incentives• Equipment financing• Event admission tickets (quarterlies)• Music • Clothing
7. Result:• Les Mills becomes the ONLY choice
M. Best Practise – How to Handle & Outsmart the Competition
• 5 Things to Avoid1. Don’t bash the competition, but professionally articulate their weaknesses
• Lack of market share and growth since inception• Lack of brand awareness• Under-capitalization• Non-regionalizaton and lack of support infrastructure
2. Don’t get into a price war3. Don’t take things personally 4. Don’t be defensive - always be professional5. Don’t give up on a prospect even if they select the competition – there is always a chance they
may become a Les Mills licensee in the future
M. Worst Practise – How to Handle & Outsmart the Competition