How to Be an Effective Disrupter

When you think about disrupters, your thoughts likely turn to Amazon, Uber and Airbnb. Airbnb continues to turn the hotel industry on its head, Uber has redefined taxi service and Amazon started out disrupting bookstores before taking on the entire retail galaxy. The lesson these disruptive giants teach is that you don't have to be a huge company to become an effective disrupter. Disruption is not about changing an industry. Instead it's about attacking the weaknesses of your competition by providing products and/or services that are so noticeable and different that it drives customers to your website and showroom. Here are five strategies to disrupt your competition.

1) Benchmark Against the Best

Don't compare yourself to your competitors. Instead, establish benchmarks with companies that provide the best customer service in the world. Think Ritz Carlton, Nordstrom, Starbucks or others. Brainstorm with your team and ask them to describe the best customer service experience they have ever had. What makes the experience remarkable? Can you emulate what they did? 

2) Be Remarkable on Social Media

It's called "social media" because posts on Instagram, Houzz, Facebook and other mediums are meant to be social. These are platforms that provide opportunities to connect with existing and prospective customers. That's one of the reasons why some companies develope call-to-action guides. The guides serve as an extension of their marketing. Showrooms should be posting images of every kitchen and bath that they design (with permission, of course) with a focus on the life-enhancing benefits their clients received as a result of their design.

3) Respond Immediately

Every time a customer engages with you, respond immediately. Your fast response sends the message that you care. Those who care more, win more often.

4) Make It Easy

Eliminate all processes and impediments that make it difficult for your customers to buy. Visit customers in their homes, and architects and builders in their offices, if that is easier than requiring them to come to your showroom. Make your showroom accessible by offering appointments that cater to your customers' schedules rather than your own. At the end of the day, if it is easier to buy from you, the more likely it becomes that you will win more projects.

5) Leverage Technology

There are lots of simple tools that you can use to enhance the customer experience ranging from customer relationship management systems to chat-bots on your website. Focus on technology solutions that make the buying process easier for your customers.