Instead of fighting ADP on price or features, shift the game by offering ASO solutions positioned against hiring an internal HR person. You win by changing the battlefield, not by matching their feature set.
But you know, I've got the Sun Tzu approach in terms of like, if we were ever going into a deal and we were head to head with ADP and ADP's pitching, you know, Workforce Now with payroll time and HR, well then we were gonna pitch an ASO just to be different, right? Like we want to be 5, 6 times their price because it's like, if we're just going like, oh man, they're $500 a month and we're $475, like can we win it on $25 a month and slightly better service? Like, no, this is like Sun Tzu says, hey, move them to a different battlefield. Like don't fight on their battlefield. So always when you can differentiate in such a way that like, and even this is positioning versus don't ever position versus the incumbent position against the alternatives, which could be hiring an HR person, which could be the status quo. Like we don't want to position against our direct competition because then it becomes a feature battle, right? And you don't ever want to get into a feature battle and try to go head to head with a national because eventually they'll wear you down with their long list of bells and whistles, right?
