When facing a market shake-up, agility is key. Reassess your value proposition and identify shifting customer needs. Adapt your messaging to highlight relevant benefits, focus on strengthening relationships, and explore new sales channels. Embrace innovation and stay informed to turn challenges into opportunities for growth and resilience.

1) first thing is to make sure you are taking care of your customers and there is clear value/ROI in your offering 2) you also need to make sure they see that value and view you as a trusted partner 3) you need to learn about your competition—how are they positioning themselves? 4) you also need to be clear about your unique value proposition tailored to your buyer persona 5) don’t assume that just because you had loyal customers, that they’ll stay loyal. Relationships need nurturing. One of the best advices someone told me is “don’t go dark on your customers.”

When a new competitor enters the market, it’s like a new player joining the game—you just need to up your strategy. To stay ahead: ? Focus on differentiation: Highlight what makes your product or service unique. Show customers why you’re still the best option. ? Strengthen relationships: Deepen connections with existing clients. Great service builds loyalty that competitors can’t easily break. ? Monitor the competition: Keep an eye on their moves, but don’t react to everything. Adapt smartly, not impulsively. ? Innovate: Offer new solutions or value-adds that keep you a step ahead. Stay proactive, and the competition will always be chasing you.

Customers want informed insights and expertise to help them solve problems and add value to their top or bottom lines. Regardless of a competitor, ensure you deliver this value in conversations with any prospect. Know your subject, the problem proposition, the market (yes where your competitors fit), but above all bring value and insight to your customer/prospect to differentiate. Ask lots of questions, understand their challenges (don't assume) and explore how you can help them remove barriers and innovate for their personal and business advantage.