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