Thinking outside the Business Vertical

Recently I participated at a conference organized by a large national association operating in a market that was not immediately in our business vertical. We generated great leads which we hope will turn into a continuous flow of business.

The best outcome of this show was realizing the potential new markets outside our immediate ‘business vertical’ that need exploring. I call it ‘Thinking outside the Business Vertical’.

One could argue to concentrate on your core markets, and to some extent I agree. However, what if your core markets are over crowded by competitors? What if your core markets are saturated with similar products and you cannot generate any new sales from these markets? Can you explore new market verticals? Can you afford not to be searching for other verticals?

Is Co-opetition For Everyone?

Co-opetition – A relationship between two companies involving competition in some segments and cooperation in others

According to Wikipedia, “Coopetition or Co-opetition is a neologism coined to describe cooperative competition. Co-opetition occurs when companies work together for parts of their business where they do not believe they have competitive advantage, and where they believe they can share common costs. For instance, the cooperation between Peugeot and Toyota on shared components for a new city car for Europe in 2005. In this case, companies will save money on shared costs, while remaining fiercely competitive in other areas. For co-opetition to work, companies need to very clearly define where they are working together, and where they are competing.”

We see Co-opetition in almost every market business segment. Google, Yahoo, Microsoft, Apple and others, compete fiercely in some areas, but cooperate very closely in others (see article).

In the van lines world we see co-opetition between agents of the same van line. But does it exsist between agents of competing van lines? Is co-opetition possible between independently owned moving companies? Self Storage companies? Mobile Storage companies?

One area we see potential co-opetition between companies is in the Mobile Storage and Packing/Loading/Unloading services, in which the mobile storage company may complete for business with the moving company, but use the movers to provide loading and unloading services to its customers.

The Gold You Find In Your Spam/Junk Folder

Our Spam and Junk folders save us from email messages that could harm our computers and servers and are also a waste of our time if we stop to read them. In most cases, messages caught by our spam filters are really unwanted and illegitimate messages.

However, no spam/junk filter is perfect and in some cases the rules also capture relevant and important messages we should be reading. Many times you will find in your junk folder a response from a prospect for whom you quoted a price, a request for a quote from a potential customer or a suggestion for a new deal from a colleague.

The only solution is to check your junk folder on a regular basis, daily or weekly, go through your messages and look for any legitimate ones and act accordingly. We know it takes valuable time and realize it is a tedious process altogether, but hey, we never said that finding gold would be a an easy task…

Can You Handle The Bad News?

If your job responsibility requires you to speak with customers from time to time, you may have come across customers who complained about your service, an employee who they didn’t like or agree with or about a promise made to them that wasn’t kept. If your company operates a blog or uses a survey, you must have read some negative comments about your company, services or employees. How do you handle these? Can you handle the bad news?

As an owner of our agency I have come across negative comments addressed by customers verbally or via our surveys or blogs. I must admit that as hard as I am trying not to take these comments personally, it always trigger the question: What did I do wrong? However, I always with no fail make sure to look into the issue and respond back to the customer, often times by me.

How are you handling these negative comments?

Utilizing Trade Associations

Keeping up with industry news and trends is essential in running any type of business. Online resources such as LinkedIn are a great way to hear the latest buzz and connect with others in your trade, but don’t forget about traditional trade associations. In addition to connecting you with other professionals in your industry, these organizations can help you stay abreast of relevant news and policy, and sometimes offer discounts on relevant goods and services.
As the owner of a company operating in two separate industries, I belong to organizations in both. The American Moving and Storage Association  keeps me connected to the relocation world, and the Professional Insurance Association provides insight into the latest news and policy in insurance.
How do you use trade associations to improve your business? What tools do you use to network with other industry professionals?