Websites

Want to increase your website conversions?

Most people want to improve their website conversions… and if they don’t then they probably aren’t clear on exactly what this means.

Basically every visitor that comes to your website has the potential to become a client. Say 1 visitor out of every 100 that visits your website decides to buy from you. That means you have a conversion rate of 1%.

Why website conversion is so difficult

We often see low numbers like 1% when it comes to website conversion because it’s so hard to sell anything online. Basically you’re a faceless website located somewhere out in the internet. It takes a lot of work to get a visitor to want what you have badly enough so they decide to trust you and take a chance on buying from an anonymous stranger.

This means we have to be very good at communicating through our website. We have to create a sales message that not only builds the desire in our visitors but also builds a huge amount of trust. It won’t matter how much they want your product if they think you’re some scam artist in Nigeria.

Why people don’t buy

There are just 3 underlying reasons people don’t buy from you:

  1. They don’t want it
  2. They can’t afford it
  3. They don’t trust you

When we look at the first two they are really interlinked. People will use the excuse that they can’t afford it when in reality they’re just saying they don’t want it badly enough. If people needed money for their sick child they would find it somehow… it’s really a question of motivation.

How to build desire in your visitors

To get people buying you have to talk in terms they understand… namely “what’s in it for them?” How would your product or service add value to their life? Once you can explain your business’ value in a clear and compelling way then you’re going to dramatically increase your sales.

This means you have to stop talking about what your product or service does (its features) and start talking about what it does for the clients (its benefits). Adding on to this you have to dig below the surface benefits and start getting to the real emotional core of why people buy a product or service. Do you want a new car because it’ll transport you more effectively or because it’ll make your friends jealous that you now own a Porsche?

How to build trust

Now it doesn’t matter how good you are at building desire if people don’t trust you. If I promise you that because you bought my $27 ebook you’re going to make a million dollars you’re probably going to laugh it off and forget all about it (I hope!). It’s not that you don’t really want a million dollars… you just don’t believe how wonderful my ebook is (it’s great but realistic).

We also trust people that we like. While many websites try to appear all businesslike and professional the reality is we don’t relate to them. I’m a big fan of putting your personality into your website as then visitors can see you’re a real, likeable person and they’re much more likely to trust you.

How to learn more about this stuff

In order to become great at sales and marketing whether it’s online or offline you just have to get out there and do it. By reading my website and subscribing to my email list you’re going to discover a ton of information that you can immediately put to use on your own website. You’ll also learn a lot by watching the free “Seven Ways To Turn More Website Visitors Into Paying Clients” webinar.

The good news is that when you start to master these concepts then your business (and any business you’re involved in) will be able to thrive. Most businesses struggle to get enough clients but with the skills you’re learning you won’t be one of those businesses. We’ll also talk occasionally about the challenge of having too many clients and what you need to do to grow your business then.

Communicating your unique message

When we talk about improving website conversion and sales we often get tied up in the numbers involved. “I have so many visitors and I only get this many sales” etc. It’s easy to focus in on these numbers and lose sight of the big picture.

At the end of the day increasing your sales is all about improving your communication. If you’re talking to a prospective client face-to-face then you have a certain amount of time to communicate why they should buy your product or service. It’s exactly the same when it comes to your website… only about 100 times more difficult.

When someone visits your website they don’t have to be polite and listen to you ramble on. They can click the back button any time they want and go visit someone else’s website. That’s why your website should be the ultimate at communicating your message.

It’s like having your best salesperson record exactly what they say to prospective clients so it can be repeated over and over again. In person or on the phone it’s called your sales script. Online it’s called your website.

It’s also important that your message is unique to your business. If you’re simply saying the same thing that all your competitors are saying then you’re going to struggle online. When your competitors are just one click away from you it’s important to get your message right so the visitor wants to find out more.

So if your unique message has anything to do with the “best products” or “best service” you may be in trouble. Because all your competitors are likely to be saying the same thing. I haven’t met a business yet who honestly tells their potential clients they have the “second best products and service in town.”

Personally I find this time of year to be perfect for asking yourself the hard questions about your business. It’s often the time we think about what we’d like to achieve in the coming year and set goals for ourselves. So as you set your sales goals for this year ask yourself what portion you’d like to come from your website.

It’s also a great time to take a look at the message your business is communicating. I’ve said it before but I’ll say it again because I still haven’t heard a more elegant question than Dan Kennedy’s…

“Why should I do business with you – over all other alternatives – including doing nothing at all?”

The answer to that one question is what your website should be saying to every visitor you have. Whilst it’s not always the easiest question to answer it’s worth taking the time to think about it. Because once you have this answer it becomes a lot easier to increase your website sales.

Increase Website Sales By Building Better Relationships

Increasing your website sales is all a matter of building better relationships online. Selling over the internet is one of the hardest ways to sell anything… simply because we don’t have that personal touch with the potential client. This is why we need to do our best to replicate an offline relationship when we’re operating online.

Sales is all about the relationship. When we think about it we generally buy from people we like and trust. How many times have you decided not to buy something you actually wanted just because of the way the salesperson presented themselves?

Now building a relationship face-to-face is a lot easier than doing it online but this doesn’t mean we can’t do it. You can also do ok selling online from a faceless website that builds no relationship. However if you want to amplify your results and make more sales then you’ll want to build better relationships.

The important thing to remember is that website visitors are not just some number you see in your analytics package… they’re people who want what you’re offering.

Becoming “unprofessional”

Most website owners seem to be scared about appearing “unprofessional” to their visitors… whatever that means. They like to pretend they’re some big faceless corporation that does millions of dollars of sales online. However the truth is most buyers prefer to deal with a real person as they know they’ll be looked after.

Think about some of the service providers you visit on a regular basis. You’re probably not shopping around for a new hairdresser every time you need a haircut as you’ve built a relationship with one in particular. This is probably the same for your car mechanic, dentist, doctor and even your favorite restaurants, bars and cafes.

We like familiarity and this is what our relationships provide us with. We know what to expect before we arrive. And the irony is that you probably have businesses that you visit that don’t even give you great results but you still visit them anyway because of the relationship you’ve formed.

But I digress… here are some ways to help build personal relationships with your website visitors:

Unleash your personality – Your personality is your strongest point of difference in your arsenal. It’s something your competitors can never replicate (although they may try) and can help you stand out. So never be afraid of using your personality when it comes to communicating through your website.

Be a real person – We’re surrounded by marketing that is based on a world of make believe. Now while everyone likes to live the fantasy it’s always nice to come back to earth and deal with a real person at the end of the day. Present yourself as a real person with warts and all to deepen your relationships even further.

Be unique – As you present your personality to the visitors remember to pick out what makes you unique to make yourself really stand out. It’s most effective if your uniqueness also resonates with your visitors but not necessarily. You’ll be amazed at some of the random things I put into my content and the responses I receive.

Be genuine and authentic – I want to be clear that we’re not inventing a personality to fit your market as eventually you’ll be found out. You want to take natural parts of your life and share them with your visitors. You should always come from a place of authenticity as our aim is to build trust… not destroy it.

I should also mention that you’re going to find some people on the planet who don’t like your personality and uniqueness… that’s just a part of life. The good news is for all the haters you attract you should be attracting equal (and hopefully greater) amounts of people who love what you’re doing. So don’t mind the haters and keep on fighting the good fight.

What you do next

Look at how you’re communicating with your visitors at the moment and decide right now how you can make it more interesting. The next step is to simply jump in and see what kind of results you receive. Just note that some people won’t like the transition while others will love it… as I said above this is just a fact of life so keep going and the results will follow.

And if you’d like to learn more ways to achieve better relationships with your website visitors use my Automated Selling Machine course.

How To Measure Website Performance

As the famous management guru Peter Drucker stated “What gets measured gets done.” Now why we are quite capable of measuring results and still not doing anything about them… measurement is the first step. The chances are if we’re not measuring then we’re not improving or at least not improving at the rate we could be.

By first knowing where you are this will help move you towards your website’s goals. It’s like deciding you want to go to New York but not knowing what city or country you’re in at the moment… this makes travel very difficult. In a similar way by setting goals and knowing your current position you can plan out step-by-step how you’re going to grow your website.

What do you measure?

There are a whole ton of things you can measure for your online business. However some people get so tied up in measuring everything they can that they forget why they’re really measuring… to get results. I believe you’re much better off to start by measuring a few key things and then building on it from there.

Not to mention that starting with only a few Key Performance Indicators make you much more likely to follow through and actually use them. So I break down the things you should measure into three simple categories:

  • Traffic – How many visitors do you have and where are they coming from?
  • Conversion – How many new subscribers do you have? How many sales?
  • Client Amazement – What client feedback are you receiving? How many refunds are being requested?

These should give you a good overall picture of your website that you can add to as you feel is necessary.

How do you measure?

Probably the best (and free) tool for measuring your website statistics is Google Analytics. Just sign up for a free account and you’ll be able to track your website visitors, where they come from and even how many are converting into subscribers and sales. It also gives you a wealth of other data that you can use to make improvements.

You’ll also want to know your sales figures and gather client feedback through surveys and other means. The idea here is not to overwhelm yourself with lots to do but create some nice simple systems so you have all this information easily available. After all it’s no good having it if you’re not going to look at it.

I use what I call a Web Business Dashboard to keep track of my key figures. Every Friday I have one of my outsourcers go and find out the necessary figures and add them to a spreadsheet. Then I look at the spreadsheet first thing on Monday morning as I plan my week. All it takes is a quick glance to see how each website is doing and whether anything needs further action.

What you do next

I suggest you create your own Web Business Dashboard so you can easily see what’s going on with your website. Then make an appointment with yourself at a particular time each week to review it. It’s definitely worth it and you should feel some excitement as you watch your website’s performance improve as well.

If you’d like some help setting up your Web Business Dashboard and turning your website into a lean, mean sales machine then drop me an email and let’s chat.

How to improve your website conversion rate

Your website conversion rate is critical to your website’s success. It also provides you with an amazing amount of leverage and makes every visitor you drive to your website more likely to buy. Yet in my experience this is one of the most poorly executed parts of websites and no-one seems to be explaining how to do it properly.

Fun with maths

Here’s a quick example of what a small increase in your website conversion rate can achieve:

100 visitors per day x 1% conversion = 1 sale or say $47 per day
100 visitors per day x 2% conversion = 2 sales or $94 per day

So over a year you’d have the following results:

1% conversion = 365 sales or $17,155
2% conversion = 730 sales or $34,310

And that’s comes from making some one-off changes to your website. To look at it the other way you’d have to attract 200 visitors to your website per day to get the same sales figures. I don’t know about you but that sounds like a lot of hard work to me!

What website conversion actually means

Website conversion is the experience your visitor receives that might make them want to become a purchase. Website visitors are very fickle creatures and if we don’t capture and hold their attention then we’re going to lose them to the next website. So you have to make your website captivating and worth hanging around on.

Most websites are boring and offer little value to the visitor. They talk all about the company without giving any compelling reasons to choose them over a competitor. If someone walked into your physical store would you start by saying to them “Our company was founded in 1957 and is the leading provider of blah blah blah?”

Then why do you do that with your website?

How to improve your website conversion rate

There are two main factors to get someone to buy online:

1. Desire
2. Trust

Increasing someone’s desire

Many marketers and sales people think there job is to convince, cajole, persuade and harass people to buy from them. This is why selling has such a bad reputation and why many of us hate doing it. However I believe selling is all about giving the visitor what they want.

But first you have to figure out what exactly that is. What benefits you’re offering your clients. Then you can clearly and succinctly explain to the visitor why buying from you will give them what they want.

Gaining your visitors’ trust

The second big factor is trust and this is especially important when selling online. After all you’re just a faceless website floating out there in cyberspace. How does the visitor know your business isn’t being run by some Nigerian while he waits for a kind soul to help him unlock his uncle’s $23 million fortune?

Ok so that may be a little extreme but most of the human race lives in fear of being ripped off. It’s bad enough wondering if a product will live up to the promises when you buy face-to-face let alone over the internet. Therefore you have to do everything in your power to earn the visitors trust.

Why improving your website conversion rate is worth the effort

We’ve already done the math to show just how powerful this concept is but let’s take it a step further. You probably have a website that’s already receiving at least some traffic. So what if you could simply change the way your website communicates with those visitors and increase your sales overnight?

By making changes to the way your website converts visitors into clients you can get dramatic results in a very short space of time. When I work with clients we notice a decent bump in sales as soon as the new webpage is uploaded. And that’s not even including all the other components of a successful website marketing system.

What you do next

So if you like money I suggest you look at your website with new eyes. Ask yourself if you can stir up more desire and create more trust with your visitors. Your website sales will thank you for it.

And if you’d like to learn more about how to make your website sell including detailed instructions on how to use my 6 Components of Selling system then check out my Automated Selling Machine course.

Getting Visitors To Buy Right Now

The other day I was reading that procrastination is the one thing everyone in the world suffers from. It makes total sense when you think about it as well. While there are plenty of people who are fit, healthy, rich and enjoying wonderful relationships… all of them have suffered from procrastination in some aspect of their lives.

I believe this makes procrastination the number one epidemic in the world. Because if we could cure procrastination then I’m sure we’d all be able to be fit, healthy, rich and enjoying wonderful relationships. If only we could get ourselves to do the things we need to do for success.

As Mark Twain so eloquently puts it… “Never put off till tomorrow, what you can do the day after tomorrow.”

While this is fascinating it’ll have to be an idea for another article because for now I want to look at…

How procrastination affects selling

Procrastination all comes down to our two friends pain and pleasure. We procrastinate in the moment because the perceived pain of doing a task is greater than the perceived pleasure we get from completing it. We procrastinate to avoid pain and gain pleasure… at least in our minds perception.

The same is true when we come to buy a product or service. All the pain associated with making a bad decision comes to the surface and we procrastinate. The trick is we need to give visitors a reason to do it right now rather than put it off till later.

You need a strong call to action

If you want someone to do something you need to create a strong call to action. Something that will move visitors over their procrastination hump so they take action in the moment. We need to avoid the all too common “I’ll think about it” even though everyone knows there’s nothing really left to think about.

Here are some quick ways to create a successful call to action:

Deadlines

A deadline simply means they have to take action by a particular date or time. If you remember back to your school days it was pretty easy to procrastinate on your assignments on a regular basis. That was until the deadline loomed and suddenly the pain of not finishing your assignment became a lot more painful than just getting it done.

Limited quantity

People hate to miss out on stuff. We love exclusivity and the significance it gives us. So if you’re selling something that’s only available in limited quantities you should let people know and increase their motivation to buy right now.

Special offers

Everyone loves a special or the chance of getting a great deal. How many times have people told you the sticker price and then what they really paid for it? And special offers don’t have to just be all about discounting… get creative with them.

Bonuses

If you can add a bonus for people that buy right away your sales will increase. Bonuses are like giving gifts with purchase and everyone loves presents. Some marketers even go as far to sell the bonuses rather than focusing on the actual product you’re receiving.

All of the above ideas can also be combined in various ways to increase your response. If you have a limited quantity of a product that’s on special and comes with a bonus but only if you buy before the deadline. Well I think you can see for yourself how powerful this can be!

What you do next

Simply go and add a clear call to action to all your offers. Remember to be creative but also make sure your offer is still clear. There’s nothing worse than losing the sale because you made your offer too complicated for anyone to understand.

And if you’d like to learn more about creating effective call to actions along with 9 other ways to increase your website sales then check out my Automated Selling Machine course. Or just do it next week when you have more time ;)

Stop Your Website Visitors Being Fraidy Cats

Buying something online is usually a very scary experience. We’ve already had our visitors ask the question “Why should I trust you?” and now it’s time to make sure they follow through. You’d be amazed at the strange things that go through a person’s head when they’re about to make a payment.

This is the moment of truth when people get to the payment page and start getting cold feet. They ask themselves questions like “Am I making the right decision?” … “Do I really need this?” … “Can I really trust this person?” … “Is this the best price?” … “What will other people think?” And the more doubt they have the more likely they are to walk away without purchasing.

So it’s our job to make it feel like it’s impossible for our visitor to make a mistake. This starts with building trust and is cemented in place by…

The magic of risk reversal

While risk reversal may sound fancy all it means is we make sure that we take all the risk. So when our visitor makes a purchase they have no chance of being ripped off, disappointed or losing their money. So here are two easy ways to do this…

Free trials

If you can somehow have your visitor sample your product before buying then you’ll go a long way to closing the sale. This is why when we sell information we usually offer free resources before asking anyone to make a purchase. We give a free sample of the knowledge we have to share and show that there’s even more in the paid products.

The most famous sales technique for this is known as the “puppy dog close.” The example is when someone is trying to decide over buying a puppy for their home. If the salesperson is clever they’ll say something like “take the puppy home right now, pay nothing and next week you can come in and either pay for the puppy or bring him back… whatever you decide.”

Of course once they get the puppy home and it starts bonding with the family then the decision is made. The salesperson gets their sale, the family gets the puppy and everyone walks away happy.

Strong guarantees

Another way to reverse the risk is to offer an amazing guarantee. Most businesses are required to have guarantees or return policies by law but many never think of them as excellent sales points. If you’re willing to go above and beyond with your guarantee and customer service then your business will flourish.

You can also effectively use your guarantee to show your complete confidence in your product or service. This means avoiding the boring “or your money back” promise and putting more pizzazz into it. How about a “double your money back” guarantee or “if you’re unhappy I’ll not only refund your money but hand you $50 cash on the spot!”

This way the visitor is presented with a win-win situation. They either love your product or service (and you’re obviously confident about it) or they don’t like it and get extra money back. Of course there may be some people that take advantage of you but at the end of the day the extra sales will more than make up for it.

What you do next

Decide how you can reverse the risk and create an incredible guarantee. If you can do some sort of free trial then do that as well as the more you can reverse the risk the more successful you’ll be. Then talk about your free trial or amazing guarantee loudly and proudly… don’t hide it away in the terms and conditions but make it a huge selling point of dealing with you.

If you’d like to learn more about how to use risk reversal plus my 6 Components of Selling and other important concepts of selling online then check out my Automated Selling Machine course.

Why Should I Believe You?

Selling online is the hardest way to sell. It’s not like selling face-to-face or even selling over the phone. You’re just another webpage on an internet filled with scams and dodgy people.

Put simply… you don’t appear as a “real” person. The reality is anyone could be sitting there typing your blog posts or emails. You never know for sure if the website you’re reading has solid information behind it or is just some junk to try and get your money.

This is why when you’re selling online you need to focus heavily on overcoming the trust issues.

People buy from those they like and trust

The obvious first part of this is to be likeable. Hopefully you are likeable in real life and have friends and family who actually enjoy being around you. So work out how you can create the same kind of bond online.

Now I’m not saying you have to try to please everyone. It’s actually more effective to have people either love or hate you rather than have everyone “like” you in a wishy-washy type of way. But you want to aim to be loved by your ideal target market.

Be a real person

I like to bring in stories from my real life into my blog and emails. This is so readers can bond with me by knowing more about my real life. Of course you have to be careful to stay on topic but as long as you’re entertaining and fun most people are interested in your life as well.

You should also put your real name on the website along with a real address. Put a photo of yourself and use any chance you get to appear on audio or video. All these things let website visitors build up a picture of the real person behind the website.

Use convincing testimonials from amazed clients

Most website owners have caught on to the fact of testimonials. However most also use them poorly (and I must say I’m weak in this area too). It’s easy for anyone to type out a few lines of text, chuck a name on it and pretend it’s a testimonial.

However if you add a photo, audio or video suddenly the testimonial becomes a lot more believable. You can also make testimonials interesting reading by sprinkling them throughout your website rather than relegating them to some back page no-one visits. Little things like this can make a big difference online.

The benefits of social proof

Testimonials are just one way of providing social proof. We know that people are much more likely to trust you if they know that other people have already bought for you. So it’s our job to work out how to communicate this clearly.

If you have thousands of satisfied clients then let website visitors know. If you have a huge list of email subscribers people are much more likely to join. If you’ve won awards or got media attention then scream it loudly from your website.

What you do next

Try to look at your website as an outsider and see how they’d feel about your website if they came across it randomly on the internet. This should open your eyes to how you can make improvements and I’ve given you plenty of ideas above on how to improve your trust factor. The easiest way is to add testimonials and other forms of social proof that you might even have ready to go already.

If you’d like to learn more about increasing your website sales by improving your trust factor plus my 6 Components of Selling and other important concepts of selling online then check out my Automated Selling Machine course.

Why No-One Else Cares About Your Business

I hate to break this to you but no one cares about your business. They don’t care how long you’ve been in business, they don’t care how many staff members you have and they certainly don’t care that you have 23 mouths to feed at home. They just don’t care.

They’re only interested in themselves. I don’t mean this in a selfish way… this is just how we’re wired. We are trained to look after our own interests first and foremost because – let’s face it – no-one else is going to.

So when people visit your website they’re constantly asking themselves one question: “What’s in it for me?” As is commonly said in marketing circles the clients favorite radio station is WIIFM. This means you have to always be answering this question in your website visitor’s mind.

All they really care about is the results your business can provide for them. So make sure you’re always focusing on their needs and wants… not your own. If you satisfy the visitor’s needs and wants then you can worry about your own after that.

It’s all about benefits

A lot of people talk in terms of features of a product… rather than benefits. A common marketing example is the person who goes to the hardware store to buy a drill. They’re not there to buy a drill so they can still it on a table and have it look pretty… they want to have a hole.

The features of the drill obviously support this result but they need to be converted into benefits so the buyer understands why that feature is important. A great example is how Apple marketed their iPod. They didn’t worry too much about how many gigabytes it had… they simple said “1000 songs in your pocket” which explained a benefit in terms everyone could understand.

Focus on the result

In this way you need to focus on the results your product or service provides your clients. You need them to picture that result in their mind and how much better it’ll make their lives. When they start to visualize the benefits they’re going to receive you’re halfway to making the sale.

To make this more powerful you also need to add emotion into the mix. While we may think we’re very logical purchasers the truth is we buy on emotion and then justify with logic. This means we buy stuff based on how the product and result it gives us will make us feel.

Quick copywriting cheat

Another quick tip I have for you to improve your website copywriting is to make sure you use the word “you” a lot. This means you’re talking directly to the person reading and not spending too much time talking about yourself. So have a look through your website and see if you’re using “you” over “I” or “we.”

What you do next

Go and read your website now from the perspective of a potential client. Is the copywriting focused on the benefits it’s giving you? Are you talking in terms of what the visitor wants or is it all about your business?

It’s the things like this that may seem insignificant that can really make a big difference when combined together. And the best part is you don’t have to be a master copywriter to start using them.

If you’d like to learn more about discovering the benefits your product or service offers plus all the other components that will get your website selling then check out my Automated Selling Machine course.

Using Headlines To Grab Your Visitors’ Attention In 3 Seconds Or Less

Studies show that when a visitor arrives at your website you have between 3 and 7 seconds to grab their attention. Obviously this is a small window so you have to do everything in your power to ensure your visitor starts reading your content. This is achieved through a great headline.

We’re all familiar with headlines as we see them in newspapers and magazines on a daily basis. No-one opens a newspaper and reads the entire thing from page one to the end. They skim the headlines and see what’s of interest to them.

It’s the same with your website. People are browsing around the internet and are looking for clues that your website is worth spending time on. You can provide this clue by using an attention grabbing headline that makes them want to read more.

Common mistakes

The first mistake I see with most websites is not having a headline at all. You need to ensure you have a headline that stands out by using an eye-catching color and bigger size. Your headline needs to draw the readers’ eye to it immediately.

Next is the common “Welcome to…” statement that people use. Here you are using precious words to communicate something of little interest to your visitor. First they want to see if you have anything of value to offer.

Last but not least is making the headline all about your business. I hate to break this to you but your visitors don’t care about your business. They only care about what you can do for them which we’ll talk more about in a second.

So let’s take a look at some ways to improve your headlines.

Headline tips

The first tip is to learn from the professionals. Magazine publishers are experts at creating headlines that sell their magazines. So next time you’re in the supermarket have a browse of the magazine rack and see what headlines you might be able to use for your website.

As we talked about above you should try to explain the major benefit of visiting your website in the headline. This might be the main benefit people get from doing business from you but remember it has to be unique and grab attention. “We fix your plumbing problems” may be a benefit… but it doesn’t exactly make me desperate to know more.

A simple formula to use is the “Who Else Wants To…” approach. All you have to do is add your major benefit to the end. For example my headline might be “Who Else Wants To Increase Their Website Sales Without Needing More Traffic?”

What you do next

Headlines don’t have to be complicated and you’re better to have something rather than nothing. So come up with a few headlines right now and then choose one to put on your website. Make sure it’s bold and eye-catching as well and you’ve taken a big step forward to retaining visitors on your website.

Of course once you attract their attention you need to be able to back it up. Your first paragraph should carry on from the headline and explain more of the benefits they’ll receive from your business. Once they understand the benefits you can start to move into why they should choose you over all other competitors.