Access FIT: Knockout the competition

Remember all those Rocky movies where Rocky is up against a bigger, stronger, more fearsome, seemingly indestructible opponent (Drago from Rocky 4 was my favorite).

You invariably hear from one of his corner-men ‘don’t go toe-to-toe with him Rock’.

What they are saying, of course, is don’t try to attack your opponents strengths head on but instead use your own strengths against their weaknesses.

In the heat of battle this is easier said then done.

There’s another boxing quote that I am fond of… ‘every boxer has a plan until he gets hit’.

What it means is that it is great to have a plan but it has to be one that can be executed even under extreme duress. If you plan is not to get hit you are doomed to fail because everyone gets hit, no matter how good they are.

Here are some tips on how to knockout the competition:

Be the best you can possibly be right now. The best defense is a good offense. A competitor will not attempt to move into your local market unless they believe there is an opportunity to do it profitably (i.e. by attracting your members).

Start planning for competition before it arrives. The proliferation of the low cost/low value club business model means that the likelihood of one moving into your local market is relatively high. Develop an action plan in anticipation of one moving in.

Have a crystal clear understanding of the value proposition that you offer to your market(s). You need to know precisely what your own strengths are if you are to fend off the competition. Don’t go toe-to-toe with a stronger competitor.

Become an employer of choice. Often the talent pool is very shallow in local markets. If you can attract and retain the best employees it makes it extremely difficult for competitors who have to settle for the best of the rest.

Keep your focus on your own business and what you need to do for your customers. Don’t get drawn into a ‘me too’ war with your competitors. Take a leadership position and let them catch you if they can.