Competition! | ExchangeDefender [ Skip to content ](#main) [ ![ExchangeDefender](/assets/images/xd_logo_blue.png) ](/) Email Security ![Platform Overview](/assets/images/m-xd-pro.png)### ExchangeDefender PRO Enterprise-grade email security made simple for every business. [Sign Up](/sign-up) [Live Demo](/demo) [Email Security Stops spam, malware & phishing in real time. ](/email-security) [Encryption Secure your emails, attachments & sensitive data. ](/corporate-email-encryption) [Web File Sharing Easy, safe cloud file sharing with access control. ](/web-file-server) [Live Archive Locked-in email backup & continuity during outages. ](/livearchive-backup) [Emergency Inbox Keep email flowing without interruption if your provider fails. ](/inbox) [Spearphish Train your team with phishing simulations & risk tracking. ](/spearphishing) Managed Email ### Enterprise-Grade Managed Email Reliable, secure, and fully managed email operations for modern organizations. ![ExchangeDefender](/assets/images/managed_email_menu.png) [Microsoft365/Google Email Management Expert management and security for Microsoft 365 and Google Workspace email. ](/managed-email-operations) [AI Advisory Secure, practical AI consulting & implementation for SMBs. ](/management-ai) Company ### ExchangeDefender: 29+ Years of Trust We are a cybersecurity company focused on business email protection, with 29+ years of experience keeping organizations secure, connected, and resilient. ![ExchangeDefender](/assets/images/careers_1.png) [ About Us Learn our purpose, values, and the mission behind every decision. ](/about-us) [ Blog News, product updates and email security insights. ](/blog) [ Capabilities Discover the tech and expertise that keep your email secure around the clock ](/capabilities) [ Careers Be part of a team using modern tech to solve real threats and ship great work. ](/careers) [Partners](/partners) [Docs](/docs) [Contact Us](/contact) Talk to a Human Open menu Menu ---- Email Security [Email Security](/email-security) [Encryption](/corporate-email-encryption) [Web File Sharing](/web-file-server) [Live Archive](/livearchive-backup) [Inbox](/inbox) [Spearphish](/spearphishing) Managed Email [Microsoft365/Google Email Management](/managed-email-operations) [AI Advisory](/management-ai) Company [About Us](/about-us) [Blog](/blog) [Capabilities](/capabilities) [Careers](/careers) [Partners](/partners) [Docs](/docs) [Contact Us](/contact) Talk to a Human May 3, 2013 · [General](https://www-preview.exchangedefender.com/blog?category=uncategorized) Competition! ============ [![iStock_000016006182Small](http://www.exchangedefender.com/blog/media/98c0759e73f9_AC51/iStock_000016006182Small_thumb.jpg)](http://www.exchangedefender.com/blog/media/98c0759e73f9_AC51/iStock_000016006182Small.jpg)Over the past two weeks, I had the privilege to represent ExchangeDefender and Shockey Monkey at both the ASCII Boston event and Computer Troubleshooters/Geeks On Call conference in Cleveland. During a break at one of these events, I sat and spoke with another company that offers similar services as ExchangeDefender—a competitor, if you wish to label them as so. I say this because I do not view any company that offers similar products as competitors. However during the conversation, the representative from the other company asked me a question—but prefaced it by saying, “You don’t have to reveal this, but…” I laughed at the premise. “Why would you think I wouldn’t answer that question,” I asked. The representative didn’t disappointment with his answer, “Because we are competitors.” Again, I smiled and asked, “Do you believe we are competitors because we offer the same services—because we sell similar products? You see we view competition as those that offer similar services and products as we do. And by definition, that would be accurate. But, for competition to exist there must be at least three parties involved: Two similar companies *and* the consumer. For the most part, the companies are transparent—meaning each knows what the other offers and at what pricing model they offer their products and services. The client is the unknown factor. Which leads me to the end of my conversation with my new friend, I closed by stating, “Sure, we can compete on pricing, offerings, service, support, etc., but in the end, it can come down to customers not liking the way someone handled a support ticket or not liking someone in your sales department, or even something as simple as your logo is ugly. Your competitor is not my company; it is the very people we are both trying to solicit business from. All things being equal (and for this argument, they are), we both provide hosting and email hygiene solutions—at roughly for the same price. That is not competition. The struggle is not between our two companies to win that client. The battle is between the client’s emotions and us.” It is about making the consumer “feel” a certain way about your company, your product and services. The lesson here is to stop concentrating on your so-called competition. It is a waste of time and resources trying to battle tit for tat. Instead, concentrate on your partners and making their experience with your company familiar—and in a positive way. Instead of practicing the ABC acronym of “Always Be Closing,” maybe you should change that to, “Always Be Caring.” Taking care of your client database means taking care of your clients. This sounds elementary, I know; but when is the last time you called your clients to check on them? Not to sell them. Not to respond to an issue they are experiencing. But just to pick up the phone or stop by their place of business to check on them unsolicited? In closing, recognize that your true competitors are your own clients. Spend as much time and resources on them and less on the rival companies. In the end, you will *keep* their business and not give them a reason to have you *compete* for their business. Michael D. Alligood Partner Sales & Support, ExchangeDefender & Shockey Monkey (877) 546-0316 x707 [ Previous post ExchangeDefender Compliance Archive v2.0 is LIVE!!! May 2, 2013 ](https://www-preview.exchangedefender.com/blog/2013/05/exchangedefender-compliance-archive-v2-0-is-live) [ Next post How to Be Seen By Prospective Clients May 6, 2013 ](https://www-preview.exchangedefender.com/blog/2013/05/how-to-be-seen-by-prospective-clients) Related Posts ------------- [ 1 May ](https://www-preview.exchangedefender.com/blog/2026/05/exchangedefender-new-ui-is-live)### [ExchangeDefender New UI is Live](https://www-preview.exchangedefender.com/blog/2026/05/exchangedefender-new-ui-is-live) [Read more: ExchangeDefender New UI is Live](https://www-preview.exchangedefender.com/blog/2026/05/exchangedefender-new-ui-is-live) [ ![](https://storage.services.exchangedefender.network/exchangedefender-blog/blog/2025/12/christmas-1.jpg) 25 Dec ](https://www-preview.exchangedefender.com/blog/2025/12/merry-christmas)### [Merry Christmas](https://www-preview.exchangedefender.com/blog/2025/12/merry-christmas) [Read more: Merry Christmas](https://www-preview.exchangedefender.com/blog/2025/12/merry-christmas) [ ![](https://storage.services.exchangedefender.network/exchangedefender-blog/blog/2025/11/Website-Screenshots-2025-4.jpg) 4 Nov ](https://www-preview.exchangedefender.com/blog/2025/11/why-iot-devices-are-a-hidden-security-risk-for-your-business)### [Why IoT Devices Are a Hidden Security Risk for Your Business](https://www-preview.exchangedefender.com/blog/2025/11/why-iot-devices-are-a-hidden-security-risk-for-your-business) [Read more: Why IoT Devices Are a Hidden Security Risk for Your Business](https://www-preview.exchangedefender.com/blog/2025/11/why-iot-devices-are-a-hidden-security-risk-for-your-business) Search the blog Search Recent Posts ------------ - [ExchangeDefender New UI is Live](https://www-preview.exchangedefender.com/blog/2026/05/exchangedefender-new-ui-is-live) - [Announcing ExchangeDefender 10](https://www-preview.exchangedefender.com/blog/2026/04/announcing-exchangedefender-10) - [Merry Christmas](https://www-preview.exchangedefender.com/blog/2025/12/merry-christmas) - [Why IoT Devices Are a Hidden Security Risk for Your Business](https://www-preview.exchangedefender.com/blog/2025/11/why-iot-devices-are-a-hidden-security-risk-for-your-business) - [Top 5 IT Problems Small Businesses Face in 2025 — and How to Fix Them](https://www-preview.exchangedefender.com/blog/2025/10/top-5-it-problems-small-businesses-face-in-2025-and-how-to-fix-them) Categories ---------- - [Archiving](https://www-preview.exchangedefender.com/blog?category=archiving) (21) - [Business Continuity](https://www-preview.exchangedefender.com/blog?category=business-continuity) (13) - [Compliance](https://www-preview.exchangedefender.com/blog?category=compliance) (8) - [ExchangeDefender](https://www-preview.exchangedefender.com/blog?category=exchangedefender) (349) - [General](https://www-preview.exchangedefender.com/blog?category=uncategorized) (590) - [Hosted Services](https://www-preview.exchangedefender.com/blog?category=hosted-services) (86) - [Industry News](https://www-preview.exchangedefender.com/blog?category=industrynews) (29) - [Marketing](https://www-preview.exchangedefender.com/blog?category=marketing) (18) - [Phishing](https://www-preview.exchangedefender.com/blog?category=phishing) (5) - [PRO TIPS](https://www-preview.exchangedefender.com/blog?category=pro-tips) (44) - [Product Features](https://www-preview.exchangedefender.com/blog?category=product-features) (54) - [Security](https://www-preview.exchangedefender.com/blog?category=security) (65) - [Shockey Monkey](https://www-preview.exchangedefender.com/blog?category=shockey-monkey) (22) - [Spamfilter](https://www-preview.exchangedefender.com/blog?category=spamfilter) (5) - [Support](https://www-preview.exchangedefender.com/blog?category=support) (45) - [Webinars](https://www-preview.exchangedefender.com/blog?category=webinars) (44) Solutions --------- - [Stop Spam & Malware](/email-security) - [Hands-Free Email Backup](/livearchive-backup) - [Instant Email Recovery](/inbox) - [Send Private Emails](/corporate-email-encryption) - [Train Against Email Threats](/spearphishing) - [Share Files Safely](/web-file-server) Company ------- - [About ExchangeDefender](/about-us) - [Compliance & Legal](/our-compliance) - [Become a Partner](/partners) - [Support Portal Login](https://support.exchangedefender.com/) - [Microsoft 365 Email Management](/managed-email-operations) - [AI Advisory Service](/management-ai) ![ExchangeDefender](/assets/images/dark-xd-logo.png)USA: +1 (407) 465-6800 United Kingdom: 0800 8620149 Australia: +61 0390010641 Fax: +1 (954) 839-8737 [ ](https://www.facebook.com/ExchangeDefender) [ ](https://www.twitter.com/XD_Defender) [ ](https://www.linkedin.com/company/exchangdefender) [ ](/blog) © 2026 Own Web Now Corp - All rights reserved </> with ❤️ in Orlando [SLA](/sla) [TOS](/tos) [PRIVACY](/privacy-end-users) [AUP](/aup) We're Here to Help 👋 -------------------- Tired of AI 🤖 and hold music? 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