The strategy of detaching from competitors. Detachment from competitors. If you want to differ not in the lowest price, but in something else, then you need to find your own “flowers” \u200b\u200bfor your “vegetables” that will attract attention to them

Competition - how much of this word has merged for the heart of an entrepreneur ... With all its advantages and disadvantages, the market is fraught with great opportunities. But are they available to everyone? No, only to those who can offer a unique trade offer and detach from competitors. Today we will talk about this. What can you stand out on and what tuning methods are there?

1. Price positioning.

There are two main approaches here.

First: "It's cheaper here!" Not the best approach:

First, by definition, there can only be one cheapest company on the market!

Secondly, there is always a smart guy who will do it even cheaper than yours.

The second approach: "We are the most expensive!" More successful. However, remember that you are not paid for the product, but for the value! And we will have to not only create this value, but also maintain it throughout our entire activity.

2. Positioning by assortment.

Let's take two basic approaches.

The first approach: "We have the largest selection (the widest assortment)!" At least wider than our neighbor: he has 100, and we have 102! It is quite convenient, having come to one place, to leave with a full set of what you need for a month.

And the second, which can be called "specialization": we do ONLY this (implying that you will not find such THIS anywhere else!). That is, if you really need this product, then it is with us that it will be "the same", according to the best price... And we know much more about him and better than where he is only "one of ...".

3. Positioning by leadership.

Who hasn't heard? - "We are first!". What is not an approach? However, there are serious snags. First, they may not believe it. Second, you will have to reconcile this statement with the advertising law and other less formal laws and market subtleties.

The second approach, which has proven itself in the market. What do you think? - "We are the second!" One well-known company that used this approach at one time found a fairly wide audience for its product on the market.

4. Positioning by manufacturer ... or by country of origin.

"Goods from Germany". This is an application for: quality, reliability and other attributes associated with the word "Germany".

And another, related to the previous one: "All the best is from ... (of course, here comes the name of the manufacturer, which has been buzzing everyone's ears for a long time)."

5. Positioning for convenience.

Who doesn't love convenience? "We work for you 24 hours a day!" And similar attributes: delivery, parking, packaging, credit, etc. A sufficiently large audience of clients will find in this something convenient for him personally.

6. Positioning by personnel.

There are employees in the company, about whom they say: “people come no longer for a service, but for him”. Well, that's about individuals. And in a broader sense, something similar: "We have sober loaders."

7. Positioning according to an integrated approach.

The most common and most well-established methods are: after-sales service, warranty. People often want not only to buy, but also to save themselves from the "headaches" with delivery, picking, installation and the like. Use it.

8 . Positioning by special offers.

Also known to many, having established themselves as "sale shops", "last minute agencies". However, there are problems of "disloyal customers" (but how can we do without them?). And despite this, also a niche worthy of attention.

9. Positioning for an exclusive product.

The name "exclusive distributor ... (hereinafter is the name of a company with a well-known brand)" is suitable here.

Another option is “we sell exotic goods”. And it is not necessary to take exactly what is usually directly meant by this. It is enough to provide a service that (for some reason) no one else offers in your area.

10. Positioning by preference.

"Philip Kirkorov buys sausage in our store!" Or at least like this: "The best and knowledgeable housewives buy washing powder in our store." I think everything is clear here.

You can download a free Competitor Tuning Checklist. To do this, click on the button below and download the file.

(c) Russian Consult Agency 2014

Competitors are dangerous when there is no difference. Be different!

Same price, delivery times, conditions and guarantees. If only the logo is different, then who decides whether to choose a case or percentage of rollback.

Think about the client. Do not force him to make a cooperative decision by tossing a coin. If heads, then company "X", tails - "Y". Stupid, right?

Most of indie professionals (designers, copywriters, marketers) and entrepreneurs (online stores, internet studios, beauty salons, certification or construction companies, IT companies) are similar not only in their business processes, but also in advertising.

We often don't think about detaching ourselves from competitors. We want to grab a bigger piece and be in time everywhere. As a result, we spend colossal efforts, paving the way to customers, over and over again throwing ourselves against the wall of competitors.

From the article you will learn how to detach from competitors and why it is beneficial, see examples and methods of detuning.

# 1. Positioning tuning

Positioning - what (product, service) and for whom (target audience)

Positioning tuning is genetic tuning

How are you different from others?

- “We have a low price, experts and a guarantee for all work. We can get any certificate ” (from a conversation with the head of the certification company).

But this is the case for everyone! There is no company to say:

“Our specialists are from university only, they have no practical experience, so we are ready to make a 20% discount off the lowest price you can find.”

What to do? Separate from competitors using positioning.

A build example for a 2-person CA:

- We certify only cosmetics and household chemicals. We already know which certificates you need and which products can be combined into one certificate to save money.

An example of detuning from competitors for construction company:

- We build two-storey and multi-storey log houses using Norwegian technology. Even a house for 800,000 rubles. can be two-story - 2 times more usable space in the same area.

How to use the trick? Choose a service or product and develop an offer, website, marketing and promotional materials with a single idea “what we sell and for whom”.

Positioning facilitates the study of target audience, preparation advertising campaigns and increases the effectiveness of advertising at times. It also concentrates efforts on 1% of the market, not 100%.

# 2. Special offer

Unique Selling Proposition (in some sources: Unique Selling Proposition) or USP is a way to differentiate yourself from competitors in an offer that is different from that of your competitors.

The point is to make an offer to the client, which the competitor either cannot give, or simply does not put forward for some reason. This technique and the term USP itself was invented by copywriter and advertiser Rosser Reeves.

  1. You are getting commercial proposal within 3 days with graphic design.
  2. You receive a 100% working commercial offer within 3 days - we test and adjust it until you pay off the development of the commercial proposal 10 times. We will fix the terms with an agreement.

No. 8. Tuning by special technologies

“Special circular welding technology” is better than “solid welding”

Technology is a forgotten but powerful way to plug competitors in the belt. You either look for differences in processes and name them your own way, or you find something that competitors do not talk about. And it works.

Copywriter and entrepreneur Joseph Sugerman distinguished himself in the sale of goods to “shopogams”. He spent days and weeks studying the product down to the last screw to find a clue for an advertising idea. Sometimes he would find a super idea (that “big” idea) and make hundreds of thousands of dollars from it.

“A clock that is made with a laser” - Imagine this headline in a newspaper from the time the computer occupied an entire room. Watches made with a laser. It doesn't matter if they tell us that this phone was made by aliens from planet "X".

The world has changed. Awesome technologies that are not talked about are few. However, amazing technology is not needed! How do you like the “technology of a sloped floor in the aviary, so that the water rolls down to one corner when cleaning the aviary with a karcher. By the way, the floor is covered with three layers of the anti-rotting composition of texturol with drying in a drying chamber ”.

For dog owners and managers who want to buy an enclosure and are thinking about cleaning it, these technologies are like a red rag for a bull. Works great. Clients call and say “will the aviary really be easy to clean?”.

No. 9. Portfolio

When the process of work is shown in the portfolio, this is also an adjustment.

If you are building houses, the only thing you need to do is take pictures and shoot videos. This will help make a portfolio that will tear your competitors apart. Start taking photos at the first meeting with the client. Write a history of the project, post photos, videos, stages of construction on the site, tell about the problems and how you valiantly solved them. You will not have an end to clients.

Are you a copywriter? Share your work so that you are not considered a “text writer”.

What was the task, what was in, what questions did you ask with the client? Attach post free consultation... Take a bunch of screenshots, ask a loved one to take a picture of you at work.

Place a screenshot of the finished material, describe the results of the work and secure the story with a recommendation from the client with a seal and signature. What? I hear that even Dmitry Kot and Artemy Lebedev don't have such a portfolio? That's it.

The more accurately your work is shown, the more the client will trust you. Everyone shows the result, and you show the process. Everyone's process is unique! Use this to create a unique distinction.

No. 10. Adjustment on guarantees

Warranties for goods, services and circumstances - unlimited opportunities for detuning from competitors

Entrepreneurs don't like to give guarantees. For fear of losing some of the clients or, God forbid, returning a part of “my money”. Fear recedes only when the entrepreneur realizes that the loss is compensated by a greater flow of customers. It arose from guarantees.

Popular guarantees: we will refund money, a 1 + 1 product guarantee (one year from the manufacturer and one from the store), we will arrive on time or refund 1500 rubles, deliver the pizza on time or you will receive it for free.

My rebuild under warranty: “I will return 2000 rubles. for the missed terms. The guarantee is valid for disruption of the deadline for the delivery of the work without taking into account the time for its approval and revision ”. The strength lies in the fact that freelancers always miss deadlines, such an action protects the entrepreneur and motivates the freelancer to deliver the work on time.

We are so confident in our product that we will give it to you for free for 5 days (test it for free, and then pay!) - this is how robotic vacuum cleaners were sold in the USA. Who will return a favorite toy?

As of the beginning of 2018, 4.4 million were registered in Russia. legal entities... How to stand out among so many companies so that the client chooses you? Monotonous banners and offers "2 + 1" will surprise no one. We've collected 7 real-life examples of competitor tuning: Get inspired and take note!

Disengagement from competitors - what is it?

These are marketing campaigns that are carried out to stand out from the rest of the company and attract the attention of the consumer. The main thing is to rebuild in positive side, and not vice versa. Imagine three bakeries, of which only one sells burnt bread. This is also a difference, but it is unlikely to increase the flow of customers.

At the same time, there is no need to prove: "All are bad, I am the only good one." The goal is not to denigrate opponents, but to find the positive features of your own products and talk about them.

Examples and ways to detach from competitors

1. Positioning by service

The essence of the method is to provide the consumer with maximum comfort. Set up a convenient work schedule, create a home atmosphere, take care of the children's room, translate the menu into different languages, etc.

  • IN children's store queues at the checkout? Place a cartoon TV nearby.
  • Did the client leave a request on the website? Call back within 10 minutes to confirm your order.
  • When ordering clothes on the site, offer customers courier delivery with the ability to try on and return what did not fit.

Read on topic
The CRM system will help you not to miss a single request from the site, which will pick up the application itself, fix it in the database and send the task to the manager to contact the buyer. Read more in the reviews:
,

A good case for adjusting the service is Tinkoff Bank. He has no stationary offices in the regions. If you need a bank card, a courier will bring it to a convenient place and time. It is largely thanks to this service that the bank's client base is constantly growing: by the end of 2017, it took the second place in the industry in terms of credit card portfolio.


Source: tinkoff-kartabank.ru

2. Positioning by price

Companies in 80% of cases offer lower prices than others. However, permanent dumping is a bad decision.

The opposite strategy is to focus on high prices and offer luxury goods. But the third option is much more interesting - not to put “labels” on prices, but to present information in such a way that the consumer himself makes a choice in favor of your offer.

For example, the Buenos Aires Zoo has launched a series of posters depicting animals and their plush copies with prices. The banner proves that buying a toy costs 4 times more than going to the zoo. The number of visitors after this action has grown 3.5 times.


Source: adforum.com

3. Positioning "out of trend"

The main idea is not to be a gray mouse, but to make something everyday special. For example, serve colored ones instead of regular hamburger buns.

The Unilever brand has a good example of such detachment from competitors. Typically heroes advertising companies - successful attractive people. They are pleasant to look at, but the consumer does not associate himself with them. Therefore, in 2016 Unilever launched brand advertisements featuring ordinary people: thin, fat, non-standard. This allowed the business to grow 30% faster than planned.


Source: https://feguedes.wordpress.com

4. Complete solution

People are ready to pay extra for saving time and comfort. Offer a comprehensive solution to the problem, and you will be appreciated: buying not only a smartphone, but also accessories for it, potted plants + fertilizers for them.

The recognized leader among companies that offer complex solutions - Ikea. There you can find a table, a chair, and a carpet that match each other in style. Buying in Ikea, everyone feels like an interior designer, because all things from one product line are perfect for each other. Perhaps that is why Ikea stores are open in 48 countries, with 522 million customers visiting them every year - that's every 14 people on the planet.


Ikea is also famous for its unpronounceable product names.
Source: giphy.com

5. Positioning by attribute

Brand names, emblems and characters evoke well-established associations among consumers: Ferrari - speed, a bitten apple - Apple, Quickie rabbit - children's food and drinks. Even if the consumer does not remember the name of the company, then a well-chosen, memorable symbol can serve as an impetus for re-sale.

The SPSR Express company, which delivers goods, has an effective case. She created a team of riders to participate in Formula 3 and conduct promotions... In the minds of customers, a link was formed: "race - speed - fast delivery". This increased the turnover of the business by 27%. The representative of SPSR Express told about other results of the action for the portal formula-russia.ru:

Alexey Zhukov, marketing director of the logistics company SPSR Express:
- Thanks to the rebuilding and growth in the market, our company was recognized as the most dynamically developing among the top market players according to marketing agency RBC Research ("Research of the market for express delivery -2015"). Due to rebranding, we were able to reach international market and began working with Next, eBay, Amazon, AliExpress and JD.com.

6. Positioning by clients

This method of detaching from competitors implies that cooperation occurs only with a certain part of the target audience. For example, a brand-specific repair shop or a dog-only veterinary clinic. Narrow specialization - a way to declare that business professionals work in their field.

For example, the beauty salon "Bahamas for Mom" \u200b\u200bis located in an area where families with children live. Its slogan: "Bahamas for Mom" \u200b\u200bis a beauty salon created for mothers and children. A place where they are sincerely welcome and always ready to help! " During cosmetic procedures, the child can be left in the children's room with an animator. Despite the fact that the prices here are higher than the average for the area, the appointment with specialists is scheduled for a month in advance.


in a classic novel?

I recently finished reading "Valley of the Moon" by Jack London. Frankly speaking, the book is not the most popular, but that makes it no less interesting. However, the article is not about the plot and not about the literary merits of the novel. I want to talk about something that hooked me as a marketer. About how detuning from competitors looks from the point of view of Jack London.

Detachment from competitors: examples

Of course, the novel is not entirely devoted to marketing (and it doesn't use such words). There are 4 small passages in just one chapter. In which the successful farmer Mrs. Mortimer talks to guests about how she manages to thrive in the face of fierce competition with other farms.

Let's see how she does it.

External differences

- Isn't it, my dear, the flowers immediately caught your eye? - she continued. “They made you come into my garden and talk to me. This is why they are planted with vegetables to attract attention. You cannot imagine how many people are paying attention to them and how many they have lured here, to me.

This road is extremely busy, the townspeople often ride along it. No… I have no luck with cars. People sitting in cars cannot see anything because of the dust. But when I started, almost everyone was still riding horses. City ladies constantly drove by me. My flowers, and the whole plot, were striking in their eyes; they stopped their carriages.

In order to detach from the competition, it is often enough to be different in appearance. But not only to be different, but also to stand out, catch the eye. Mrs. Mortimer, for example, uses flowers that attract people and make them stop.

If you think that something has changed in more than 100 years since the novel was written, then you are wrong. Bright signs, beautifully designed shop windows and unusual, interesting sites still attract the attention of potential customers.

And I - I always found myself here, in front of the house, and you could call me. Usually I was able to invite them to my place to show flowers - and, of course, vegetables. Everything was beautiful, neat, in exemplary order. It attracts people. And ... - Mrs. Mortimer shrugged her shoulders, - you know, his eyes seduce a man.

The ease of contacting the seller, the ease with which you can get answers to all the questions that have arisen are still appreciated by buyers and increase their confidence in the seller.

The vegetables growing among the flowers enticed them. They wanted my vegetables, certainly mine. And they received them at twice the market price and paid with great pleasure. I kind of became fashionable, became the subject of the hobby of these ladies. And no one was at a loss.The vegetables were excellent, no worse than other vegetables on the market, and sometimes much fresher.

Yes, you don't have to sell for less than your competitors. It is important to be different from them. Low prices - this is, of course, also a difference. But are you interested in working with target audienceinterested exclusively in low prices?

If you are interested and your business model allows you to set prices lower than those of your competitors, this is a good way to go. But just keep in mind that it is unlikely that it will be possible to cut prices forever. And no one will be able to say now whose prices will ultimately be lower - yours or your competitors.

If you want to differ not in the lowest price, but in something else, then you need to find your own “flowers” \u200b\u200bfor your “vegetables” that will draw attention to them.

But also, pay attention to the last sentence in the paragraph I quoted. Whichever difference you choose from your competitors, never forget about product quality. If your products or services do not suit customers, no difference will help you.

Do not forget that my customers killed two birds with one stone: among other things, they did a good deed - they not only received the best and freshest vegetables straight from the garden, but were also proud of the consciousness that they were helping a worthy widow. It was even a sign of good manners to buy vegetables from Mrs. Mortimer.

But don't get into this topic, it would lead us too far. In short, my little manor became a favorite place to go for a ride or just kill time. It became known who I was, who my husband was and what I had done before. I knew some of the ladies at the best of times. They tried their best to help me.

Familiar, isn't it? History can also stand out. The history of the creation and formation of the company. The difficulties that I had to face. Or, on the contrary, achievements. is there something interesting in your company? If so, tell us about it! If not, try to find something unusual, something that might interest others.

You can also stand out in your attitude to the world around you - to protect nature, help an orphanage, sponsor a local football team ... There are many options, the main thing is that you coincide with the course of your clients in your course. It is very strange to fight for general sobriety, but still produce elite wines, isn't it?

In addition, I have started a custom of treating my clients to tea. Thus, the customers became, as it were, my guests. I still serve tea when they come, wanting to boast of me in front of their friends. So, you see that the flowers have done me a great service.

Yes, the level of service is also a great way to differentiate yourself from the competition. At the same time, it is important that it is not just a pleasant and unobtrusive service - that is what is expected of you. It should be something unusual, unexpected and memorable - such that your clients would not want to contact you again (which is possible not in all areas), then certainly tell friends about you.

Doing What Others Don't Do

“White Leghorns,” Mrs. Mortimer said. - You have no idea what income they gave me this year. I never keep a chicken after it stops laying.

It may sound cruel, but it makes no sense for you to invest in something that does not bring you profit. And it is not at all necessary that the profits come directly, like a hen laying eggs. After all, Mrs. Mortimer is profitable and flowers - even though she does not sell them.

Think about whether you have something in your company that does not bring you profit in one way or another? If there is, stop wasting money on it.

- And only due to the fact that I bring out the chickens at the time that I need - that only a few out of tens of thousands are still doing here - my chickens lay in the winter, when the bird usually stops laying and when the price of eggs especially high.

A great way to detach yourself from the competition is to do things that others don't. Do others have courses in winter? Make your chickens run - and your profit!

Of course, it’s not easy to start doing what others don’t do. But, however, this is exactly the game that is worth the candle. After all, at the same time you become a leader in your industry and others begin to follow you. If, of course, they succeed.

I have my regular customers. They pay me ten cents more for a dozen than the market price because I only supply one-day eggs.

As you can see, it is not at all necessary to release a new product or to invent something. It is often enough to simply increase the delivery speed. And, of course, your reputation plays an important role in this.

But the benefit is obvious - you will be ready to pay more for the same product than competitors. And all because you offer customers better conditions (even if the benefits of them are as subtle as the difference between one-day and two-day-old eggs).

Sell \u200b\u200bWhat Others Don't Sell

They examined the barn, the pigsty and the kennel. Everything was small, but everything was profitable, Mrs. Mortimer assured, and immediately calculated her profits. They were breathtaking at the prices she paid and received for purebred Persian cats, pigs, Scottish collies and Jersey cows.

A very simple tip: sell what others don't offer. Where everyone sells regular cats, suggest Persian. If competitors are selling Alaskan Malamutes, sell Scottish Collies.

In this case, it is not at all necessary that your product was better goods competitors - it just has to be different. Indeed, for many people, the main value is the opportunity to distinguish themselves, to stand out in the eyes of others.

And for the milk of Jersey cows she had a special market, and she received five cents more per quart than the milk of the best local breeds cost.

But, of course, if your product is not just different, if it is better than the product of competitors, then this is a great advantage that should not be missed!

Be different in the eyes of clients

Then she introduced them to another branch of her economy - making homemade preserves and jams, which she supplied to customers at completely absurd prices. Saxon and Bill sat in comfortable wicker chairs on the veranda and listened to Mrs. Mortimer talk about how she had raised the price of her jams and jams, selling them only to the finest restaurant and most aristocratic club in San Jose.

Starting this business, she went with samples to the owner of the restaurant and the barman of the club and after long arguments persuaded them to create a "specialty" out of her products by advertising them to visitors in every possible way, and most importantly, by sharply increasing the price of all the dishes that include them.

A way to detach from competitors for those who do not have any differences. Sometimes you just need to create the appearance of such a difference in the eyes of potential buyers!

As you can see, Mrs. Mortimer does not say a word about the fact that her jams and jams are somehow different from the jams and jams of competitors. Most likely they are exactly the same. But you can buy them only in two places - the best restaurant and the most aristocratic club in the city. And nowhere else!

I think you have already understood how it works. As soon as it turns out that access to some product is limited (and it costs big money!), so it immediately begins to be in high demand, even if it is no different from another - exactly the same - product that is available on every corner.

More than 100 years have passed, but nothing has changed. We also often buy things not for quality, but only for the inscription on the tag. So why don't you take advantage of this opportunity to stand out from the competition? Everything is in your hands, everything depends only on your ability to present yourself.

Have you ever encountered marketing tricks while reading classical works? For me, this passage from Jack London was a real discovery - I could not even imagine that in the 1913 novel you can find ideas that marketers use today.

If you also had similar discoveries - write in the comments, I will be interested to read about them.

Every young businessman who has just managed to enter the market with his products is inevitably faced with competition and the need to draw attention to the brand. Many of them resort to dumping - reducing the cost of goods, but this method has long been recognized as not effective enough.

Detachment from competitors is a more progressive technique, allowing the entrepreneur to promote the product and differentiate themselves. It is precisely the adjustment that is called an integral element of any PR company; it pursues a number of goals:

  1. it can help you stand out from the crowd;
  2. emphasizes the positive aspects of a product or service that competitors cannot boast of;
  3. helps to maximize the dissemination of this data in the market.

Why is this needed and what is the point?

The point of rebuilding is not to denigrate a competitor, but to show that a particular firm is not like the rest. It is very difficult to achieve this, it is necessary to study the following data in advance:

  • features of a competitor's business and methods of its work;
  • how they attract buyers and consumers;
  • does the company have any exclusive features;
  • are there any special promotions and offers that might interest the target audience?

Experts assure that rebuilding must be carried out with a certain frequency throughout the entire period of the firm's activity. How the office differs from the rest, why you need to choose it - these questions need to be answered in order for positioning on the market to be successful.

You can only avoid detuning if no one else offers a similar product, but this happens extremely rarely.


First you need to highlight your brand. A bright, necessarily positive image associated with the name of the company should form in the minds of consumers. Different fonts, colors, images on business cards, etc. are used. - it is best to entrust this work to professionals.

It is believed that a commercial proposal must be creative. This is memorable, but if competitors have created good selling advertising, then customers will go to them.

If you can't be better than your competitors, sometimes it helps a lot just not to be like them. “One of a kind”, “different”, “Completely different” - these are all statements from young brands that do their best to distinguish themselves and not drown in the sea of \u200b\u200bidentical, ie build up.

For a strategy to be truly successful, there are many things to consider. We use examples.

Most often, they use a contrast on prices; in almost 80% of cases, adjustments are made towards financial gain. Suggestions may sound like: “If you find it cheaper, we are ready to return the difference to you,” etc. Such promotions are common not only among hardware stores, but also in other industries.

Another example of detuning from competitors: "Even if you find cheaper, we still have much better quality." This is very noticeable in the food industry, the signs are full of slogans like: "No dyes", "Only natural ingredients", etc.

What should the consumer focus on?

Needless to say, now instead of 500 rubles for a lesson, he could easily take 1500 and he was paid? The main thing here is not to worry that there will be no clients. They will definitely be ready to pay for comfort, convenience, speed, etc. For what they cannot get from the firm in the neighborhood, although theirs is cheaper.

Outcome

It is very important to first study the strategy and the competitor's product itself, to instill in people completely new idea, only then will it be possible to observe an increase in popularity and sales.

And remember, you need to differ only in better side.


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