Project No. 24 – Who Is Your Real Competition

[Adriana James]

Research on the web and also live and find out who is your competition in your area? NLP, other training organizations, business trainings (in what specifically) yoga or martial arts, mindfulness classes, leadership or business trainings, motivational seminars, parenting seminars, health seminars, etc. Find out who is offering webinars and in what specifically?
You can search on the internet for training companies in your area. Not only NLP, but everyone who offers trainings and seminars in…anything.
Are you the only one? Then you will have the break the market, which implies far more work to start but offers you advantages at the back end because if you manage to break the market, you may own it. this may be a difficult thing to do, but you need to know where you are.
Are there competing organizations? What kind? Can you ride on their wings? If so, how specifically?

[Marc McDermott]

This is a really interesting question/project.

I have been building a large list of the competition, both direct and indirect, for some time. Some of the indirect competition there may not be much to do except be aware of them, like yoga and martial arts organisations, but there are others that fall into at least three categories for me. I do research their adverts, wording, graphics, locations and much more information about them, which helps formulate ideas for how to attract new business.

1 – direct NLP competition. In my area their websites are tired looking, like something from the 90’s. no meaningful testimonials there, no Google reviews on Google maps etc, no reviews and endorsements in Linkedin and other social media, and so on, so I look better than them, the website is better (and there is a new one in development behind that right now), I get reviews on social media and on Google, blog posts give authority to me in Google’s algorithm – in short there is a lot I can influence by doing things.

2 – Other training companies. I research them, meet up with them, even attend their trainings from time to time. There is a lot to be learned from them, and although they are in the area of ‘threat;, they are also worth getting to know and build relationships with if possible. I have been attending a number of trainings by various providers on telemarketing recently, as that was still a weakness in my strategy. Although they are fully aware of who I am they still went out of their way to be helpful and provide valuable experience and advice to me.

3 – Some of these other training companies have also offered to use me as an associate partner for their trainings, as NLP isn’t in their repertoire.Like Adriana said, it is possible to fly on their wings, and I was able to work in the prison service through one company and earn a lot of money doing very valuable work, essentially with the Creating Your Future® process, with the prisoners nearing release. This is now spreading to two other prisons and there are discussions about some of my graduates going to other prisons too, so hopefully that helps them get established too. I am meeting two other training companies with a view to providing NLP related modules within their training.

By being present at these other seminars, and giving talks at them too, I am establishing a solid presence in the market.

I have done lots of successful work with children recently and the referrals keep coming from satisfied parents. There is NO competition in my area for this work. I f I end up developing a niche there I honestly didn’t see that coming!

I am working on breaking it!

[Author]

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