Hoe goed kent u uw concurrenten?

15. aug, 2010 674 Comments

Dat wij accountantskantoren actief helpen om nieuwe klanten te werven is inmiddels wel algemeen bekend. Naast de online boekhouden omgeving die een kantoor gebruikt is het minstens zo belangrijk om vervolgens potentiële klanten kort uit te kunnen leggen waarom zij voor uw diensten of producten moeten kiezen. De propositie hierin is belangrijk en transparantie omtrent de kosten en hetgeen men ervoor krijgt ook. Ik gebruik zelf als een soort van kapstok om te beschrijven wat wij doen het: WAAROM>HOE>WAT>WAAROM principe. Eerst toespitsen op de (latente) pijn van de potentiële klant, dan toelichten hoe die pijn weggehaald gaat worden, dan uitleggen met welke tools dat gaat gebeuren om vervolgens de voordelen op te sommen als de pijn is opgelost. Een prima ezelsbruggetje dat echt helpt om dingen scherp te houden zonder perse op ‘features and functions’ in te hoeven gaan.

Om alles nog scherper te krijgen is kennis van uw concurrenten zeer waardevol. Die zorgen ervoor dat u net die twist geeft waardoor de afstand met de concurrentie nog groter wordt. Als u de concurrentie analyseert doe dat vanuit verschillende invalshoeken op het gebied van klanten, partners en financiën. Het valt mij op dat telkens weer als we binnen Twinfield een dergelijke analyse uitvoeren het de boel weer aardig op scherp zet. Zo scherp dat ik de neiging had om er afgelopen vrijdag nog een persbericht aan te wijden naar alle accountantskantoren hoeveel kosten er worden bespaard alleen al op licentie en abonnementskosten wanneer een kantoor met Twinfield aan de slag gaat. Enigzins tot bedaren gekomen gaan we dat op hele andere manieren communiceren via allerlei kanalen die we inmiddels hebben opgebouwd, online en offline naar zowel eindgebruikers als accountants. Wat mij opvalt is dat wanneer ik zowel accountantskantoren als ondernemers spreek zij vaak beperkt zijn ingelicht met betrekking tot het aanbod en de activiteiten van hun grootste concurrenten. Hoe vaak maakt u eigenlijk een analyse van uw concurrenten? Hoe praten zij over zichzelf en over u als concurrent? Kennen zij u eigenlijk wel of wordt er niet eens over u gesproken? Welke tarieven hanteren zij, op wie richten zij zich, met wie werken ze samen en welke klanten weten ze aan zich te binden? Waardevolle informatie die u als ondernemer of als kantoor helpen nog succesvoller te zijn. Doe het en u zult zien dat het aanleiding geeft om alle communicatie verder aan te scherpen. Succes!

Auteur: Mark Appel, Marketing Manager Twinfield

Inspiratie, Succesvol 2.0 ondernemen
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