How to Know Your Competition Inside and Out

Some consider it lurking in the shadows, others call it competitive intelligence. 

In today’s competitive moving industry, knowing your local competition isn’t just a “nice-to-have”—it’s essential for winning new business and standing out. Whether it’s pricing, service offerings, or the way they communicate with customers, understanding how your competitors operate will help you position your company to outshine them.

Ryan Marsh shares that the secret to his successful career in moving sales came from knowing how his competition walks, talks and delivers.

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Here’s how you can dive deep into your competition and come out on top.

1. Analyze Their Pricing Strategy

Pricing is one of the most obvious areas to investigate, but it’s not always as simple as comparing quotes.

• Request Quotes as a Customer: Mystery shop your competitors by requesting quotes for the same types of moves. Analyze how they break down their pricing (hourly vs. flat rate, additional fees, etc.).
• Look for Discounts or Promotions: Do they offer discounts for military members, seniors, or first-time customers? Are they running seasonal promotions? Understanding their offers can help you compete more effectively.
• Understand Hidden Fees: Pay attention to any hidden fees they may charge—like for staircases, long-distance hauls, or packing supplies. This helps you differentiate by being more transparent or competitive.
• Ask Customers to Share Competitor Quotes: When customers react to your price negatively, or compare you to another quote, ask them to share the quote. You can let them know it’ll help you offer something competitive, but will also help guide them through what that quote means. It’s not always a price to price comparison because every quote includes different services, tiers and packages. You can walk them through what’s included and  what’s not for a more apples-to-apples comparison.

James Bradley shares his experience asking customers for their quotes from other moving companies. He uses this approach to A) be a consultant for the customer and walk them through what the quote means and B) deliver a value comparison vs price comparison.

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2. Study Their Service Packages

Your competitors may package their services differently. Some may offer full-service moves, while others stick to basic loading and unloading.

• Evaluate Service Tiers: Identify whether your competitors have different tiers of service (e.g., standard vs. premium) and what’s included at each level. This gives you insight into their value proposition.
• Explore Add-Ons: Consider what add-ons they provide, like packing services, storage, or specialty moves (pianos, antiques, etc.). You can offer more flexible options or services they don’t provide to differentiate your business.

3. Understand Their Value Proposition

How your competitors communicate their value is key to understanding how you can counter with yours.

• Review Their Marketing: Check their website, social media, and ads to see how they present themselves. Are they emphasizing reliability, low prices, speed, or something else?
• Look at Reviews and Testimonials: Read customer reviews to see what customers appreciate about their services. Are there consistent themes, like “on-time” or “great customer service”? Identify gaps in service or common complaints to exploit opportunities for your business.
• Understand Their Unique Selling Points (USPs): What makes them stand out to customers? If they’re leaning heavily on one aspect of service, focus on an area they aren’t highlighting to carve out your niche.

4. Evaluate Their Sales Process

Your competitors’ sales process is just as important as their pricing and packaging.

Do they take an extensive inventory over the phone or do they just give you a ballpark? Do they offer in-home estimates, virtual, or both? How they interact with leads can make or break their business—so it’s crucial to understand how they handle potential customers.

• Track Response Times: When you mystery shop or request quotes, note how long it takes them to respond. Is it immediate, or do they take days to follow up? This is where you can differentiate by providing a faster, more responsive service.
• Examine Sales Scripts and Pitches: If possible, try to engage in a full sales conversation to get a feel for how they pitch their services. Are they focusing on price, quality, or another factor? Use this insight to craft your sales pitch that emphasizes your own strengths.
• Observe Their Follow-Up Strategy: Do they follow up with you after providing a quote, or do they leave it at the initial conversation? Implement a follow-up process that keeps potential customers engaged and increases the chances of closing the sale.

5. Learn the Tools They Use and Don't Use

The tools your competitors uses, and how well they use it can set them apart.

A lot of moving companies are using software today, but the differentiator is how well they are used. Check out their reviews, learn their advantages and their weaknesses. If you can find gaps in their customer experience, you can find a way to be better and win more business.

• Monitor Their Use of Technology: Look at their website and booking systems. Do they offer online booking or estimate tools? Are they using automated communication for customer updates? If they’re slow to adopt new technology, you can gain an edge by being more efficient and modern.
• Find Opportunities in Reviews: Lean into their reviews to see which parts of their customer experience is powered by tech and what’s broken that can be fixed by tech?
• Use CRM and Sales Tools to Track Leads: Invest in technology that helps you track leads and manage relationships effectively. Knowing where your competitors may be falling short on customer management can help you step in and provide a seamless, tech-driven experience.

Position Yourself to Win

Now that you’ve done your homework, it’s time to apply what you’ve learned.

• Highlight Your Differences: Once you know how your competition operates, make sure your customers know why you’re the better choice. Whether it’s faster service, better pricing transparency, or a more tech-savvy experience, communicate your strengths clearly.
• Deliver More Value: Go beyond simply matching your competitors. Whether through customer service, pricing flexibility, or additional services, find ways to deliver more value than your competitors at every step of the customer journey.
• Monitor Competitors Regularly: The moving industry changes quickly, so make competitor analysis a regular practice. This will ensure you stay ahead of trends and don’t get blindsided by new strategies from your local competitors.

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