Operations

Make Your Rival Your Fuel

Lexi Tucker
Posted on October 4, 2019

List the top 10 companies in your area you are competing with for business. A quick Google search can help you in this journey.

List the top 10 companies in your area you are competing with for business. A quick Google search can help you in this journey.

As I sat down to watch TV the other night, I’m glad I didn’t take a snack break during the commercials. An ad for Gatorade came on, and J.J. Watt, a player for the Houston Texans football team, spoke these words that hit me harder than I thought they would:

“Find a rival. Someone committed to taking you down. They should scare you into starting early and staying late. They might be far away, or across town. They should make you feel obsessed. Like, ‘this time, it’s personal’ obsessed. They’ll bring you pain and frustration. You will hate them. But then you’ll respect them and love them. Because that rival that wants to take you down is going to make you raise your game even higher.”

Wow. That’s powerful. It can also be applied to any person in any industry where competition is involved (read: all of them).

Those in the luxury ground transportation industry face rivals every day. Whether you consider TNCs like Uber and Lyft to be a threat (you shouldn’t, but that’s another topic for another column), or the operator in the next city is making you sweat, take a moment to think about why you consider them a rival. What are they doing better than you? What are their clients saying about them in reviews they don’t mention in yours?

Look into their business background, facilities and location, products, pricing, marketing, sales, and personnel, and compare it to your own.

Look into their business background, facilities and location, products, pricing, marketing, sales, and personnel, and compare it to your own.

I’m not a huge fan of the “woe is me!” mentality. The only person who has control over how you react to a situation is — you guessed it — YOU. There are an incredible amount of resources available to you, especially in the age of the Internet and social media.

Your local state association is filled with teammates who are rooting you on and who can become “coaches” who will help you grow. The newly created Global Ground Transportation Institute (GGTI) aims to provide operators from all sectors tools like webinars, podcasts, and a database of over 200,000 corporate fleet and travel managers to help you pursue clients you may have never even thought to offer service to.

Anyone can sit at their desk and complain — that’s easy. It takes guts to act; to switch up the status quo when what you’ve been doing since you started your company suddenly doesn’t yield the same great results. The point isn’t to try and copy everything the guy down the street from you is doing. If you think that will help, I’m sorry to say it won’t.

Segment your competition. Who’s an immediate threat, and who doesn’t deserve a second glance?

Segment your competition. Who’s an immediate threat, and who doesn’t deserve a second glance?

Take the time to come up with something original. It’s okay to be inspired by an accomplishment, but the only person who knows your business, vehicles, staff, and clients is you. Use that to your advantage.

Operators are always telling me their chauffeurs are the face of their company. Do they have the same fighting spirit as you? Do they know who and what they are fighting for? Every team needs a leader they can turn to when the going gets tough. Are you strong enough to be what they need? Inspiring enough?

If the answer to that question is “no” or “I’m not sure,” why are you still doing this? Perhaps it’s time to merge with another company and move aside so someone with more drive and vision can take your business where it was meant to be.

Determine your opportunities. How can you stand out among those who provide the same type of service? Where is there room for improvement, and what can you do to achieve it? Source: Square

Determine your opportunities. How can you stand out among those who provide the same type of service? Where is there room for improvement, and what can you do to achieve it? Source: Square

I know this industry is not made up of quitters. You are not the kind of person to just give up and move on. I know this because we, the LCT Team, are not those kinds of people. That’s why we relish the chances we get to put the small operators, the minority operators, the former Uber drivers into the spotlight when they succeed in ways they probably never dreamed they would.

So the next time a competitor pulls dirty tricks to upset you and mess with your head, get your game face on. Because we all know you’re not going down without a fight. 

Related Topics: business growth, business management, business opportunities, LCTFast40, Lexi Tucker, Millennials, staying competitive

Lexi Tucker Senior Editor
Comments ( 1 )
  • Jeff

     | about 2 months ago

    Love it Lexi!

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