• Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Kan & Company

Marketing for results

  • Home
  • Our services
  • Testimonials
  • Blog
  • Social
  • Contact us
  • Search
Home » Competitive strengths

Competitive strengths

Discipline and systems allow businesses to scale | Kan & Company

April 5, 2018

In New Zealand, because of our flexibility and laid back attitudes, it’s easy to conclude that a lack of formality and bureaucratic procedure is part of the reason why New Zealand company’s succeed.

However, that conclusion is false.

Too many of New Zealand’s businesses are stuck in perpetual “start-up” mode, frozen at a small scale, still operating like small start ups with few standard systems and procedures even after decades of operation.

Consequently, new staff are always re-inventing the wheel, developing processes from scratch for routine operational processes.

Without documentation systems, new project teams have to develop their own processes for deployment and these processes can’t be easily handed on to the next set of new staff, leaving new staff to repeat the same grind.

Without systems, mistakes and gotchas can’t be flagged for subsequent staff to avoid.

Without timesheets how can the organisation control its costs?  How can it apportion its overheads to particular projects and activities?  How can the business know whether a particular activity makes money?

Too few business owners and managers are disciplined enough to put systems in place to be able to answer these questions with any rigor.

These questions seem so obvious yet why isn’t answering them prioritized?  Often the lack of a systematic, disciplined approach results in poorly tested, and unreliable products and services.

Deployment under these circumstances results in much re-work and this gets in the way of product and service development, and places greater pressure on meeting contractual deadlines.  In other words, fighting fires.

Not surprisingly, profitability is impaired but often managers comfort themselves with high gross margins.  Such managers fool themselves into thinking they are still making money because all that re-work is still a hidden cost, buried among the overheads.

All that frenetic, frantic activity yet the company isn’t growing as it should.

Success is not just based on talent, expertise, knowledge, acumen or luck but also discipline.  Systems provide discipline.  Not just discipline for operational activity as we have just touched on, but also to strategy setting, business planning, goal and objective setting too.

In fact, if a lack of systems is creating bottlenecks that are constricting your company’s growth then implementing systems has become a strategic imperative.

Systems allow a winning formula to be replicated across a great many people and this is how businesses scale.

Implementing systems that encourage a systematic and disciplined approach to all your business activities (including sales and marketing) will allow your company to focus on the right things, control costs and scale to new heights.

Putting systems in place and gaining staff engagement to sustainably use them, takes leadership and hard work.  In my experience, it’s an investment that is well worth the effort.

0
0

Filed Under: Opinion Tagged With: Competitive strengths, Management, Strategy

How are you different? 4 steps to standing out from your competitors, in a good way. | Kan & Company

August 22, 2017

9 minutes to read

“We’re all the same”

The other day I was discussing how the competitors in a particular industry differentiated themselves from one another.

One of the participants nodded knowingly and said “We’re all saying the same things, we’ve got basically the same feature set.  No one is different from anyone else.  We’re all chasing the same thing.”

Really?

In many mature markets, whether its soft drinks like coca-cola or lemonade through to televisions, or even sophisticated products like electronic cameras, smartphones, IT systems or airport baggage conveyor belts, you could say that each of the competitors are roughly the same. But you’d be wrong.

Actually, you’re not

In fact, despite the fact that the competitors feel they are in an intense arm wrestle with little differentiation between each other, customer perceptions could be and often are, quite different.

The challenge for each competitor is to get inside the head of your clients. What are they saying about the various competitors? What characteristics of your product and service bundle do they rate everyone on?

Are you more reliable? Do you perform better? Are you more responsive? Do you instill more confidence?  What comes to mind when they think about You?

When the features of all the competitors are relatively the same, the differences between the more subtle characteristics of each competitor become more amplified in customers’ minds.

Take cars…

Take sedan cars. A car, is a car, is a car, right? No. Think about it. Most cars have four wheels, a steering wheel, an engine, a body and a load carrying capability. These days most are pretty reliable, their comfort levels, sound proofing and accessories are all pretty good.

Yet most people will see cars from different manufacturers, as being radically different.

Most people will perceive different manufacturers through the lens created by their brands. Some cars will be seen as more masculine, more sophisticated, more sporty, more feminine… Others are considered geeky, boring, goofy, qwerky…

Customers will want to be identified with a particular brand, because they see it as a natural extension of themselves.  And that’s how they want to project themselves to others, but without words.

So loyal Ford, Toyota, Honda, GM, and Chrysler owners will see a world of difference between each other’s cars.

The same is true of industrial products too. All the customer’s tangible interactions with your product and service, build toward the “brand” persona of your company. No matter how commoditized you may feel your product category might be, your customers will still associate different values to your “brand.”

Or Coca-cola vs Pepsi

Take Coca-Cola and Pepsi. Time and again, blind taste testers are fooled into thinking that Coca-Cola is in fact Pepsi, and the other way around. Yet, the Coca-Cola fan drinkers would never knowingly buy a Pepsi; and the Pepsi drinkers would choke if they knew they were drinking a coke. Why?

But back to B2B: I once knew a salesperson for Swagelok, a manufacturer of gas and fluid systems components, such as tube fittings, valves, tubing, and gauges. When he came to give a demonstration of his product, it was presented inside a case, with a felt lined, form fitting interior.

Before he brought it out he would lay out a felt cloth down on the meeting table before unclasping the case and bringing out the shiny industrial valve for the client to see.

Just by unboxing the valve in front of the potential client, well before he began saying anything in his presentation, he had put the potential client through quite an experience and the client had had a foretaste about what this company was about.

By now, you might have guessed that I think of “Product” in a very broad way.  To me, “Product” is everything to do with the physical product and/or service your customer is likely to experience through interacting with the actual product or service itself, as well as your company, its staff, its agents, its advertisements, its publications and any after sales interactions the client might have.

3 steps to differentiation

Step 1:  Don’t fall into the trap of thinking there is no way you can differentiate your product from your competitors.

Whether it’s better reliability, responsiveness, assurance, presentation, attitude, or empathy for your clients’ needs, whether it’s a set of values, a persona, identification with some idea that captures the imagination of your customers, whatever it might be, trust that your customers already think of you as being different than your competitors.

Step 2:  Find out how you’re different and whether it’s in a good way or bad way.

Read reviews of your products and services.  Talk to existing and potential customers.  Take out consultants that advise your customers for a cup of coffee. You might be pleasantly surprised how much they are all willing to tell you.

Step 3: And if it’s in a bad way, take it by the horns, and channel your customers’ perceptions toward something they think is important. It most likely won’t change by accident. Left alone, it might even get worse.

Focus on something your clients rate highly and make sure you’re better than the rest of your competition on it.  Line up everything to support this competitive strength.  This is the essence of strategy and product positioning.

“Product” differentiation can happen organically and accidentally but then you don’t know whether its a strength or a weakness. Product differentiation can still be organic, but do make it an intentional process.

Intrigued?  Want to talk about it?  Click the button and we’ll get back to you.

Contact us

0
0

Filed Under: Strategy Tagged With: Competitive strengths, Positioning, Strategy

Primary Sidebar

Book a free consultation

If you’re in Canterbury, New Zealand, sign up for a free consultation.

Recent Posts

  • What’s the SAVE marketing mix?
  • The Importance of Performance Management for Directors and Common Hurdles
  • Why it’s so important to discover what you’re really, really good at
  • Being financially disciplined is so important…
  • Being resolute in Business is essential

Tags

Board of Directors Business analysis CEO Competitive strengths Copy writing Coronavirus COVID-19 Culture Customers Customer service Ethics Governance Leadership Management Marketing Marketing Consultant Organisational culture Positioning Remuneration Risk management Sales Strategy Succession Teams Technology Values Virtual Marketing Manager Website maintenance

Archives

  • April 2024
  • August 2023
  • July 2023
  • June 2023
  • May 2022
  • March 2021
  • February 2021
  • November 2020
  • June 2020
  • April 2020
  • March 2020
  • July 2019
  • May 2018
  • April 2018
  • January 2018
  • November 2017
  • October 2017
  • September 2017
  • August 2017

Footer

Contact us

If you’d like to find out more about our services and explore the possibility of us working together, get in touch. Our initial consultation is free. So you’ve nothing to lose!

Contact us

+64 (3) 669 2777
+64 (27) 433 9745
contact@kan-and-company.com

Box 37 363
Halswell
Christchurch
New Zealand 8245

Copyright © 2025 Kan & Company All Rights Reserved · Privacy Policy · Log in