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To gain marketplace share, of course, you either require to bring new clients into the category, or get existing category clients to switch from your competitors.

Switching clients can oftentimes be quicker and easier, as you don’t require to sell the customer on the require for the category in general – just that your product is a lot better, quicker, cheaper or a lot more efficient.

Obtaining your hands on that competitor’s customer list is an extra story.

But in today’s world of empowered consumers armed with a plethora of on-line social communication tools, seeking out your competitor’s clients may be easier than you think. True, getting the complete list may be next to impossible, but here are some suggestions for discovering who’s utilizing “the other guys”, and which of them may be ripe for a switch:

• Set up a Twitter search for your competitor’s name and product/brand names. You’ll still require to sort via the press announcements and employee tweets to discover the clients, but I guarantee they’re there. Some are actively complaining. That’s where to start.
• Do comparable searches in LinkedIn, specifically in the Groups and Answers sections. Exact same thing – figure out where clients and/or users in your category assemble, and discover those who are talking about their experiences with your competitors.
• Actively seek, search and participate in blogs and discussion groups that attract clients discussing problems (general or specific) related to your category.

Trolling and pulling prospects may be a quick way to use these channels to discover “switcher” company, but every channel also represents a fantastic chance to engage the broader community of users & participants with your own brand, content and offers.

Merely beginning a conversational presence in these places (to develop credibility, not just to sell), is an simple and cost-efficient way to directly target both an immediate and lengthy-term stream of prospective new clients.