Selling Against The Competition

Learning Objectives  Understand TAB’s core business  Understand competitors’ core business  Learn what differentiates TAB from other businesses  Have answers and information for prospects  Understand 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:  Price  Value

Differentiation  There are two ways to differentiate yourself from your competition:  Price  Value  Make 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)  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 TAB  TAB Business Vantage - SBL  $750 Business Assessment  8-10 per board  4 program levels  $250-$650 per month*  Located in 4 countries *Chairman's board up to $1,000 Vistage  None  $2,000 enrollment fee  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 TAB  Smaller—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 TAB  150 franchises  3,000 members  Located 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)  ActionCOACH  Aims 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 TAB  Franchisor  Monthly coaching sessions  Hot-line  Monthly half-day Board meetings  $295 -$650 monthly* *Chairman's board up to $1,000 ActionCOACH  1-on-1 coaching 4 times a month  Structured programs in sales/marketing  $1,000 -$1,200 monthly

The Growth Coach  The Growth Coach  Helps 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