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Competitive Advantage
Competitive Advantage + Core Competencies Your competitive advantage is an advantage that you or your fitness business has relative to your competitors. The source of that advantage is something you or your business does that’s
distinctive and difficult to replicate. Some call it a barrier to entry In other words, you do something so well or so much that other personal trainers would find it difficult to match or replicate. Usually your core competencies provide your competitive advantage. These are your natural strengths that you have developed through knowledge and practice (eg your unique and innovative new client appraisal, your exercise methods, or client training style etc) You must have a competitive advantage, unless of course you have deep pockets for perpetual advertising campaigns! Your core competencies allow you to provide unique value that draws on your special areas of talents and strengths: It could be in quality, in delivering Personal Training at a premium. It could be in client service, giving a more attentive and personal service than anyone else. It could be in your responsiveness; in answering client emails, returning calls and in tailoring new and original exercise programmes for them. It could be how you innovate and come out with new infoproducts. The point is there are a lot of areas you can pull from when you’re looking at your core competencies and ultimate competitive advantage(s). But the important thing to understand is: You need a competitive advantage to win long-term in any business! |
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