Selling Against The Competition

Learning ObjectivesUnderstand TAB’s core businessUnderstand competitors’ core businessLearn what differentiates TAB from other businesses

Have answers and information for prospectsUnderstand the key to selling against your competition Know when to apply key selling points in specific

sales situations

Differentiation

There are two ways to differentiate yourself from the competition:PriceValue

Differentiation

There are two ways to differentiate yourself from your competition:

PriceValueMake your competition irrelevant!

Three

Scared? Go back to the Basics!

What is your core business? What do you do well?

TAB is a peer advisory board and business coaching organization that focuses on practical solutions to opportunities and challenges.

Now, It’s Your Turn

How would you describe your TAB business?

What is your value proposition? What are your three points of

difference?

EXAMPLE: How would you respond to this question: Why should I choose you and TAB over all the others?

TAB Basics: Solid Ground for Your Members

Franchise (local ownership)Exclusive territories (more ideas)Founded in 1990 (Experience)160+ facilitators (Strength/Breadth)Proprietary tools and processes

(efficient)

TAB Features & Differentiations

Monthly SBL Coaching Process TAB Business Vantage® assessment TAB Hotline - for members Tips From the Top® newsletter Each TAB member presents at a

monthly board meeting Several types of boards

Who are the Competitors?

Vistage (TEC)

Renaissance Executive Forums

Local peer boards

Chamber groups

Business coaching organizations (ActionCOACH, The Growth Coach, AdviCoach, Focal Point, SCORE)

Business consultants

Status quo – Doing nothing

Vistage

Vistage is an educational organization promoting professional development, the sharing of best practices, the ability to seek confidential help in critical situations and daily access to a global trust incorporating some of the best current thinking on business issues.

Features Comparison

TAB Franchisor Monthly half-day

meetings Outside speakers

election Monthly individual

coaching Members are non-

competing business owners

Small- to medium-sized business

Hotline

Vistage Independent contractor Monthly full-day

meetings Outside speakers Monthly individual

coaching Members are non-

competing business owners

Larger companies

Features Comparison

TABTAB Business Vantage -

SBL$750 Business

Assessment8-10 per board4 program levels$250-$650 per month*Located in 4 countries

*Chairman's board up to $1,000

Vistage None $2,000 enrollment

fee 12-16 per board 2 program Levels $870-$1,100 per

month Located in 38

countries

Renaissance Core Business

Renaissance is an executive forum that facilitates peers to create improved business performance.

Most similar to TABSmaller—spread out in 9 countries

Features Comparison

TAB Franchisor Monthly 4 hour

meetings Monthly coaching TAB Business Vantage SBL Hotline Local forums and

workshops

Renaissance Franchisor Monthly 5 hour

meetings Quarterly coaching Performance

management programs

Strategies for Success workshops

Features Comparison

TAB150 franchises3,000 membersLocated in 4 countries$750 Business

Assessment Fee$250-$650 per month*

*Chairman's board up to $1,000

Renaissance 50 franchises 1,000+ members Located in 9 countries $295-$695 enrollment

fee $495-$695 per month

Business Coaches and Private Consultants

TAB’s biggest competitors Limited exposure and areas of expertise Limited tools and processes No advice or input from peers Development opportunities and support

programs vary Government/local programs

SCORE

ActionCOACH’s Core Business (Brad Sugars)

ActionCOACHAims to improve business processes by

addressing five key areas of a business. The primary focus is offering structured consulting in marketing and sales.

Features Comparison

TABFranchisorMonthly coaching

sessionsHot-lineMonthly half-day Board

meetings$295 -$650 monthly*

*Chairman's board up to $1,000

ActionCOACH1-on-1 coaching 4

times a monthStructured programs in

sales/marketing$1,000 -$1,200

monthly

The Growth Coach

The Growth CoachHelps small business owners,

franchisees, managers and self-employed professionals leverage their time, talents and resources.

Holds clients accountable to themselves for their decisions and provides them with an objective perspective to elevate their performance and results.

Features Comparison

TAB Franchisor Monthly coaching

sessions 3,000 members 150 franchises

The Growth Coach Franchisor Group, one-on-one and

telecoaching 41 franchises $2,500 per year Founded 2002

Chamber Groups

No private coaching sessions Participants sit and discuss items

with competitors No business structure Facilitators are not trained Lack of attendance Limited tools or processes

Local Peer Boards

Limited advice No private coaching sessions Tools and processes vary Limited resources when compared to

a national organization