Talking About What You Do VS Mentioning A Competitor By Name
Quick tip for the week!
I recently joined a class at a franchise boutique fitness studio. Once I booked-in for my first class, their welcome emails did a great job of telling me what I needed to bring, what was provided & overall what to expect.
(Something my friend & coach, Alexa, talked about recently in a great IG post)
What did, however, give me the immediate ick?
Their front desk staff's chit-chat transitioned out of 'turning over rocks' to get to know who I am / what I was looking to gain from class (a delicious flavor of hospitality small-talk, IMO!)….and directly-asked if I had ever been to a class at a competitor's studio. By name.
NOPE.
When I mystery-shop a client's studio (before we begin working with one another in-person) verbal vocabulary is high on my list to discuss in my write-up.
Here are 3 reasons why during my client-journey in every class I join, I wince hearing another studio mentioned by name:
If a new participant has no idea what such-and-such studio is and/or have never attended a class at the such-and-such studio…staff now has someone else's brand top of mind while at your studio. The shift = talking instead about what your studio does/offers.
If they have tried the competitor & liked the experience…again, someone else's brand is now top of mind while at your studio, setting up a comparison which might not have existed otherwise. The shift = talking instead about what your studio does/offers.
If they have tried the competitor & did not like it…while they may share with staff why it was not for them (and these opinions can for sure be interesting & valuable) negativity is now front and center in starting a conversation about your studio. The shift = talking instead about what your studio does/offers.
I firmly believe sharing what you do + the feelings & results someone may experience in class is it.
Giving a competitor airtime, positive or negative, to your members is cringe.
Reply & let me know if this small but meaningful shift is in your training materials?
I hope you have a great rest of your week!
Noël
P.S. Purchase our customizable Employee Handbook Template HERE. Remote ways to work together are here.